Abstract
This study examines how psychological distance between a user and a Facebook page (Timeline vs. News Feed) impacts the effectiveness of advertising messages framed by two different construal levels (high- vs. low-level construal). Based on construal level theory, a 2 (Psychological distance: distant vs. proximal) × 2 (Message type: high-level vs. low-level construals) factorial design was employed. The results of the study showed that individuals accessing the News Feed page responded more favorably to abstractly framed desirability-focused messages than concretely framed feasibility-focused messages. In contrast, individuals accessing the Timeline page showed more positive reactions to concretely framed feasibility-focused messages compared to abstractly framed desirability-focused messages. The study concludes with the discussions of theoretical and empirical implications and recommendations for future research.
Original language | English (US) |
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Pages (from-to) | 312-320 |
Number of pages | 9 |
Journal | Computers in Human Behavior |
Volume | 57 |
DOIs | |
State | Published - Apr 1 2016 |
Externally published | Yes |
All Science Journal Classification (ASJC) codes
- Arts and Humanities (miscellaneous)
- Human-Computer Interaction
- General Psychology