Browse
Submit Data
Databases
API
Help

Dataset Information

18 Views

0 Connections

0 Citations

0 Reanalyses

0 Downloads

Omics score: 0

Is Creative Description Always Effective in Purchase Intention? The Construal Level Theory as a Moderating Effect.

ABSTRACT: Recent years has witnessed a rapid growth in online shopping. This paper draws from the construal level theory to examine the divergent effects of the creative text descriptions of products on consumers' purchase intention in an online context. It also investigates consumers' construal level and the moderating role of construal level in this relationship. An assumption has been made that the creative description embraces more rhetorical devices with analogies. In doing so, such texts are in need of consumers who are having a more abstract, top-down, flexible mindset, which makes it more persuasive to some consumers with high-level construal. Three experiments add evidence to this study. These results suggest that the creative text descriptions are generally more persuasive than the non-creative ones in an online context, and that the persuasiveness of the creative descriptions can be accentuated (vs. attenuated) especially for high- (vs. low-) level construal individuals. The findings hold various theoretical implications for the creative marketing messages and construal level theory. First, in the current research, broadening, and integrating relevant research were possible by exploring the creative language in an online context. Also, it demonstrates that construal level-that is, consumers' internal thoughts, rather than external factors-influences their preference for a creative description style, thus helping extend the applications of the construal level theory to the field of creative marketing communications and integrate the research discoveries in metaphor communication.

SUBMITTER: Yao FS

PROVIDER: S-EPMC8287523 | biostudies-literature |

REPOSITORIES: biostudies-literature

ACCESS DATA

Json Xml

Similar Datasets

Do Brand Competence and Warmth Always Influence Purchase Intention? The Moderating Role of Gender.

Project description:Consumers' perceptions of a brand (e.g., competence or warmth) may directly affect their brand trust, purchase intention, and ability to achieving corporate goals of sustainability. However, gender acts as a moderator in the influence of brand perception on purchase intention. This study examined the main effects of brand perception on purchase intention, the moderating effect of gender, and the mediating effect of brand trust by conducting two experiments and a path analysis. Findings from experiment 1 show that perceived warmth and perceived competence exert significant positive effects on purchase intention with brand trust as a mediator. Findings from experiment 2 indicate that perceived warmth is influential only for female customers, not for male customers, that is, gender moderates the relationship between perceived warmth and purchase intention. However, gender does not moderate the influence of perceived competence on purchase intention. The results of the path analysis are consistent with the experimental results, indicating that the conclusions of the study are robust and reliable. Finally, theoretical contributions and managerial implications are discussed.

| S-EPMC7046750 | biostudies-literature

When prohibitive voice is effective? Exploring the jointly moderating role of hindrance stressor and work-based construal level.

Project description:Prohibitive voice is important for employees and organizations to reduce hindrance stressor. However, previous research offered limited knowledge for whether prohibitive voice can lead to communication effectiveness in the context of hindrance stressor. The purpose of our research is to examine how to improve the communication effectiveness of prohibitive voice under hindrance stressor condition. Drawing from information richness theory and construal level theory, this study constructed a model regarding the three-way interactive effect of prohibitive voice, hindrance stressor, and work-based construal level on communication effectiveness. By investigating 55 supervisors and 393 employees, we examined our hypothesis. Results of cross-level analysis offered support for the assumption. Specifically, prohibitive voice from employees who are faced with high hindrance stressor and have high work-based construal level tends to be effective communication. Besides, when both hindrance stressor and work-based construal level are low, the association between prohibitive voice and communication effectiveness also tends to be positive. This study delineates the answer for how to increase communication effectiveness of prohibitive voice in the situation of hindrance stressor.

| S-EPMC9593285 | biostudies-literature

Purchase intention and purchase behavior online: A cross-cultural approach.

Project description:This article aims to explore the key factors on e-commerce adoption from elements of social psychology, such as attitude, subjective norms, perceived behavioral control, ease of use and perceived usefulness, introducing the study of non-traditional elements like buying impulse, compatibility, and self-efficacy in online stores, contrasting relationships in a cross-cultural environment. The proposed model is tested from quantitative research with a sample of 584 online consumers in Colombia and Spain. The following statistical analyses were conducted: CFA, structural equations, measurement instrument invariance, and multi-group analysis with EQS 6.3 software. The study reveals that self-efficacy in online stores is a key factor in adopting electronic commerce above the cultures studied. Also, there is significant evidence that proves the moderating effect of national culture on several relationships of the model proposed. Results highlight the importance of national culture to understand impulsive buying behavior. The article presents several considerations toward the main elements to generate online purchase intention among consumers in an emerging country and finds substantial differences with consumers in a developed country. Practical implications are made for companies to adopt online channels and expand internationally.

| S-EPMC7322128 | biostudies-literature

Development and Evaluation of the Brief Sexual Openness Scale-A Construal Level Theory Based Approach.

Project description:Obtaining reliable and valid data on sensitive questions represents a longstanding challenge for public health, particularly HIV research. To overcome the challenge, we assessed a construal level theory (CLT)-based novel method. The method was previously established and pilot-tested using the Brief Sexual Openness Scale (BSOS). This scale consists of five items assessing attitudes toward premarital sex, multiple sexual partners, homosexuality, extramarital sex, and commercial sex, all rated on a standard 5-point Likert scale. In addition to self-assessment, the participants were asked to assess rural residents, urban residents, and foreigners. The self-assessment plus the assessment of the three other groups were all used as subconstructs of one latent construct: sexual openness. The method was validated with data from 1,132 rural-to-urban migrants (mean age = 32.5, SD = 7.9; 49.6% female) recruited in China. Consistent with CLT, the Cronbach alpha of the BSOS as a conventional tool increased with social distance, from .81 for self-assessment to .97 for assessing foreigners. In addition to a satisfactory fit of the data to a one-factor model (CFI = .94, TLI = .93, RMSEA = .08), a common factor was separated from the four perspective factors (i.e., migrants' self-perspective and their perspectives of rural residents, urban residents and foreigners) through a trifactor modeling analysis (CFI = .95, TLI = .94, RMSEA = .08). Relative to its conventional form, CTL-based BSOS was more reliable (alpha: .96 vs .81) and valid in predicting sexual desire, frequency of dating, age of first sex, multiple sexual partners and STD history. This novel technique can be used to assess sexual openness, and possibly other sensitive questions among Chinese domestic migrants.

| S-EPMC4550254 | biostudies-literature

The Roles of Mental Construal Level Theory in the Promotion of University Students' Pro-environmental Behaviors.

Project description:Although green technological innovation is designed to combat climate change, recent research suggests that increased attention to technological innovations might decrease climate change risk perception and reduce pro-environmental behaviors due to the feeling of being assured, which is referred to as risk compensation behavior. Although there has been a growing interest in reducing the risk compensation effect related to climate change, the academic literature in this area is very limited. In this study, we propose a psychological intervention to mitigate a sample of university students' (N = 1,500) irrational response to green technological innovation so as to promote their pro-environmental behaviors. Our experiments identify students' mental construal level as an important psychological factor that, when combined with a proper message framing strategy of introducing new green technologies, can remedy their irrational response to new green technologies. Our findings suggest that highlighting the new technology as playing a preventive/promotional role related to climate change can mitigate risk compensation behavior and eventually promote students' pro-environmental behaviors when they are at a high/low mental construal level.

| S-EPMC8581237 | biostudies-literature

Exploring perceived learning effectiveness in virtual reality health communication through the lens of construal level theory.

Project description:BackgroundVirtual reality is increasingly being used for health communication. This study aimed to propose and test an integrated model of the determinants of perceived learning effectiveness in virtual reality (VR) within health communication. It proposes that psychological distance negatively affects immersion, flow, and presence, positively affecting perceived learning effectiveness.MethodsThe Fuzzy Decision Making Trial and Evaluation Laboratory Method (F-DEMATEL) and structural equation modeling (SEM) were used to test the proposed model. Data for the F-DEMATEL study were collected from 20 participants, whereas data for the SEM study were collected from 1104 participants, with 775 included in the final analysis.ResultsThe results of the F-DEMATEL study revealed that the three dimensions of psychological distance, emotional distance, spatial distance, and social distance are causal factors. In contrast, temporal, technical, and hypothetical distance are effect factors. The SEM results confirmed the negative effects of psychological distance on flow and presence and the positive effects of immersion and presence on perceived learning effectiveness. In addition, the mediating role of presence was confirmed.ConclusionsThe results suggest that interrelationships among the factors can enhance the perceived learning effectiveness of health communication from VR. The crucial role of ensuring low psychological distance and high engagement in VR communication is also confirmed, providing crucial implications for VR communication practitioners.

| S-EPMC11360774 | biostudies-literature

Elucidating the Effect of Antecedents on Consumers' Green Purchase Intention: An Extension of the Theory of Planned Behavior.

Project description:In this study, the extension of theory of planned behavior was developed to evaluate the effects of antecedents that influence consumers' intention to buy green products. The effect of nine determinants (i.e., individual benefits, social benefits, willingness-to-pay, environmental responsibility, e-word-of-mouth, values, self-competence, convenience, and environmental literacy) of the green wave on Taiwanese consumers was empirically tested by examining their perception of social responsibility through theory of planned behavior. Except for consumer subjective norms, the remaining factors exhibited significant positive correlations with the planned behavior, implying that the voluntary participation aspect of the green wave is considerably more critical than its mandatory social pressure. To diffuse this green wave more effectively, the Taiwanese government should encourage consumers to easily capture the detailed impact of the green wave on the society and allow consumers to use word-of-mouth marketing for the creation of relational value to improve their quality of life.

| S-EPMC7393215 | biostudies-literature

Which construal level combinations generate the most effective interventions? A field experiment on energy conservation.

Project description:Many campaigns targeting pro-environmental behavior combine multiple approaches without properly understanding how these different approaches interact. Here we study the effect of such combinations. We apply construal level theory to classify different intervention approaches, which can either be at a high construal level (abstract and distant) or at a low construal level (concrete and proximal). In a field experiment we recruited 197 students living in one-person apartments in an all-inclusive student housing facility. We objectively measured their individual electricity and warm water use, and measured psychological variables through surveys. We expected that the (commonly considered superior) combination between a high and a low construal level approach would be least effective. Participants were randomly assigned to a 2(Construal Level: low vs. high) × 2(Social Distance: low vs. high) plus control condition mixed-model design targeting a reduction in warm water use. Our findings suggest that a congruent combination at a high construal level (i.e., the high construal level condition combined with the high social distance condition) has the largest effect on warm water use and that spillover to electricity use is most likely to occur when a high construal level is used (i.e., high social distance). Moreover, especially participants who valued nature and the environment less were most strongly influenced by the combination of two high construal level approaches. In sum, our study suggests that when designing interventions one should consider the construal level and when targeting pro-environmental behavior high construal levels appear most appropriate.

| S-EPMC6336225 | biostudies-literature

I'll Follow the Minority: The Effects of Sales Level on Purchase Intention of Self-expressive Products.

Project description:The present study focuses on the naive theory of exclusivity (vs.popularity) triggered by the sales level of self-expressive (vs. functional) products and introduces perceived self-image exclusivity and perceived face threat to explain the effect of self-expressive products' sales levels on consumers' purchase intention. Specially, about 900 young people participated in four experiments, which used T-shirts, pillows, cups, fashion coats and heating blankets as experimental materials. Through four studies, it is found that consumers are more likely to choose self-expressive (vs. functional) products with low sales (vs. high sales) level. In addition, the paper presents a serial mediation effect of perceived self-image exclusivity → perceived face threat, which can explain the "I will follow the minority" effect of self-expressive products. Finally, the study presents the theoretical and practical significance and future research direction.

| S-EPMC6048468 | biostudies-literature

The interplay between eWOM information and purchase intention on social media: Through the lens of IAM and TAM theory.

Project description:The maturity and growth of social media have empowered online customers to generate electronic word of mouth (eWOM), on various online websites and platforms, which may influence an individual's decision-making process. This paper explores eWOM information's impact on social media users' purchase intention by applying the information adoption model (IAM) and the technology acceptance model (TAM). PLS-SEM (SmartPLS V.3.3) has been utilized to test the hypotheses using data of 432 respondents. The research findings evinced that eWOM information quality, credibility, usefulness, and ease of use have been critical in determining online consumers' intention to adopt eWOM and form purchase behavior on social media. The study's outcomes offer the marketing managers a viewpoint to realize the significance of the effect of eWOM information on online purchase intention among social media users. Furthermore, the study findings will also enlighten marketing and business managers to utilize social media websites by gauging consumer behavior and focusing on characteristics of eWOM information on social media for better consumer insights.

| S-EPMC9447927 | biostudies-literature

OmicsDI is part of the ELIXIR infrastructure

OmicsDI is an Elixir interoperability service. Learn more ›

Tweets

OmicsDI Databases

PRIDE
PeptideAtlas
MassIVE
JPOST Repository
Physiome Model Repository

EGA
EVA
ENA
LINCS
PAXDB
Cell Collective

MetaboLights
Metabolomics Workbench
MetabolomeExpress
GNPS
BioModels
FAIRDOMHub

ArrayExpress
dbGaP
ExpressionAtlas
GEO
NODE

Information

Databases
Help
API
Contact us
Code on GitHub
Terms of use
Submit Data