Understanding the role of construal level in time-restriction

Abstract

Understanding how time restriction impacts consumers has been an important long-term topic for both scholars and practitioners. Applying a Construal Level Theory framework, two experiments were designed to propose a new theoretical perspective regarding the mechanism of time restriction. Testing moderators of advertising appeals and message quality, the study aimed to identify the conditions under which time restriction is more effective in influencing consumers’ response. In study 1, a factorial 2 × 2 design (time restriction: yes vs. no x advertising appeal: collectivistic vs. individualistic) between subjects was employed using a student sample and a high-involvement product. In study 2, another factorial 2 × 2 design (time restriction: yes vs. no x advertising appeal: guilt vs. shame) between subjects was employed using a general population and a low-involvement product. The findings of the two studies confirmed the mediating role of construal level in explaining consumers’ purchase intention and the moderating role of message quality. Specifically, the effects found for study 1 appeared to be more pronounced for subjects exposed to the collectivistic appeal. Theoretical and managerial implications were discussed for researchers and practitioners.

Keywords:

• Construal level
• time restriction
• collectivistic
• individualistic
• shame
• guilt
• message quality

Disclosure statement

The authors declare that there is no conflict of interest.

Notes on Contributors

Hyuksoo Kim (Ph.D., The University of Alabama) is an assistant professor at School of Business Administration, Kyungpook National University. His research interests focus on consumer behavior/psychology with a focus on consumers’ process of marketing message. His work has appeared in such journals as the Journal of Advertising Research and the International Journal of Advertising, among others.

Yunjae Cheong (Ph.D., The University of Texas at Austin) is a professor in the School of Media Communication at Hankuk University of Foreign Studies. Her research interests focus on advertising media planning, evaluating advertising media-spending efficiency, and digital advertising. Cheong’s work has appeared in the Journal of Advertising, Journal of Advertising Research, Journal of Business Research, and International Journal of Advertising, among others. She would like to acknowledge that this article was supported by the Hankuk University of Foreign Studies Research Fund. Kihan

Kim (Ph.D., The University of Texas at Austin) is a professor of sport management in Seoul National University and Institute of Sports Science, and the Editor-in-Chief of the Journal of Global Sport Management. His research interests include spot media and communication, sport advertising and public relations, and eSports, etc. His work has appeared in such journals as the Journal of Sport Management, Journal of Business Research, and the International Journal of Advertising, among others.