Temporal construal in advertising : the moderating role of temporal orientation and attribute importance in consumer evaluations

In two experiments, we study how the temporal orientation of consumers (i.e., future-oriented or present-oriented), temporal construal (distant future, near future), and product attribute importance (primary, secondary) influence advertisement evaluations. Data suggest that future-oriented consumers react most favorably to ads that feature a product to be released in the distant future and that highlight primary product attributes. In contrast, present-oriented consumers prefer near-future ads that highlight secondary product attributes. Study 2 shows that consumer attitudes are mediated by perceptions of attribute diagnosticity (i.e., the perceived usefulness of the attribute information). Together, these experiments shed light on how individual differences, such as temporal orientation, offer valuable insights into temporal construal effects in advertising.

The effect of adding features on product attractiveness: the role of product perceived congruity

Technological progress has been enabling companies to add disparate features to their existing products. This research investigates the effect of adding more features on consumers’ evaluation of the product, by examining in particular the role of the congruity of the features added with the base product as a variable the moderates the effect of increasing the number of features. Grounding on schema-congruity theory, I propose that the cognitive elaboration associated with the product congruity of the features added explains consumers’ evaluation as the number of new features increases. In particular, it is shown that consumers perceive a benefit from increasing the number of features only when these features are congruent with the product. The underlying mechanisms that explains this finding predicts that when the number of incongruent features increases the cognitive resources necessary to elaborate such incongruities increase and consumers are not willing to spend such resources. However, I further show that when encouraged to consider the new features thoughtfully, consumers do seem able to infer value from increasing the number of moderately incongruent features. Nonetheless, this finding does not apply for those new features that are extremely incongruent with the product. Further evidence for consumers’ ability to resolve the moderate incongruity associated with adding more features is also shown, by studying the moderating role of temporal construal. I propose that consumers perceive an increase in product evaluation as the number of moderately incongruent features increases when consumers consider purchasing the product in the distant future, whereas such an increase is not predicted for the near future scenario. I verify these effect in three experimental studies. Theoretical and managerial implications, and possible avenues of future research are also suggested.

Turning I Into Me : Imagining Your Future Self

Peer reviewed

Turning I Into Me : Imagining Your Future Self

Peer reviewed

The temporal pattern of customer satisfaction: a construal-level approach

Customer satisfaction has been traditionally studied and measured regardless of the time elapsed since the purchase. Some studies have recently reopened the debate about the temporal pattern of satisfaction. This research aims to explain why “how you evaluate a service depends on when you evaluate it” on the basis of the theoretical framework proposed by Construal-Level Theory (CLT). Although an empirical investigation is still lacking, the literature does not deny that CLT can be applied also with regard to past events. Moreover, some studies support the idea that satisfaction is a good predictor of future intentions, while others do not. On the basis of CLT, we argue that these inconsistent results are due to the different construal levels of the information pertaining to retrospective and prospective evaluations. Building on the Two-Factor Theory, we explain the persistence of certain attributes’ representations over time according to their relationship with overall performance. We present and discuss three experiments and one field study that were conducted a) to test the extensibility of CLT to past events, b) to disentangle memory and construal effects, c) to study the effect of different temporal perspective on overall satisfaction judgements, and d) to investigate the temporal shift of the determinants of customer satisfaction as a function of temporal distance.

The construal of constructions: causal and temporal interpretations in change constructions

In this paper I first discuss some non-causal change constructions which have largely gone unnoticed in the literature, such as The butler bowed the guests in (which is said to code mild causation) and The supporters booed Newcastle off at the interval (which only codes temporal coextension between its two constitutive subevents). Since the same structure (i.e. the transitive object-oriented change construction) can be used to code a wide spectrum of causal and temporal relations, the question arises of what cognitive mechanisms may be involved in such meaning shifts. I argue that variation can be motivated on the basis of the figure/ground segregation which the conceptualiser can impose upon the integrated scene coded by the change construction. The integrated scene depicts a force-dynamic scenario but also evokes a unique temporal setting (i.e. temporal overlap or coextension between the constitutive subevents). Such a “bias” towards temporal overlap can be used by the conceptualiser to background causation and highlight temporal overlap interpretations. It is also shown that figure/ground segregation can be appealed to to account for the causal interpretation of intransitive change constructions, e.g. The kettle boiled dry. If the conceptual distance between the verbal event and the non-verbal event is (relatively) great, causality can be highlighted even in intransitive patterns.

Is the Marlboro man the only alternative? The role of gender identity and self-construal salience in evaluations of male models

This research examines how men react to male models in print advertisements. In two experiments, we show that the gender identity of men influences their responses to advertisements featuring a masculine, feminine, or androgynous male model. In addition, we explore the extent to which men feel they will be classified by others as similar to the model as a mechanism for these effects. Specifically, masculine men respond most favorably to masculine models and are negative toward feminine models. In contrast, feminine men prefer feminine models when their private self is salient. Yet in a collective context, they prefer masculine models.These experiments shed light on how gender identity and self-construal influence male evaluations and illustrate the social pressure on men to endorse traditional masculine portrayals. We also present implications for advertising practice.

A 1H-MRS investigation of the medial temporal lobe in antipsychotic-naïve and early-treated first episode psychosis

Schizophrenia is associated with significant brain abnormalities, including changes in brain metabolites as measured by proton magnetic resonance spectroscopy (MRS). What remains unclear is the extent to which these changes are a consequence of the emergence of psychotic disorders or the result of treatment with antipsychotic medication. We assessed 34 patients with first episode psychosis (15 antipsychotic naïve) and 19 age- and gender-matched controls using short-echo MRS in the medial temporal lobe bilaterally. Overall, there were no differences in any metabolite, regardless of treatment status. However, when the analysis was limited to patients with a diagnosis of schizophrenia, schizophreniform or schizoaffective disorder, significant elevations of creatine/phosphocreatine (Cr/PCr) and myo-inositol (mI) were found in the treated group. These data indicate a relative absence of temporal lobe metabolic abnormalities in first episode psychosis, but suggest that some treatment-related changes in mI might be apparent in patients with schizophrenia-spectrum diagnoses. Seemingly illness-related Cr/PCr elevations were also specific to the diagnosis of schizophrenia-spectrum disorder and seem worthy of future study.

Strategic short termism as an issue of top-teams’ temporal orientation

Short-termism among firms, the tendency to excessively discount long-term benefits and favour less valuable short-term benefits, has been a prominent issue in business and public policy debates but research to date has been inconclusive. We study how managers frame, interpret, and resolve problems of intertemporal choice in actual decisions by using computer aided text analysis to measure the frequency of top-team temporal references in 1653 listed Australian firms between 1992-2005. Contrary to short-termism arguments we find evidence of a significant general increase in Future orientation and a significant decrease in Current/Past orientation. We also show top-teams’ temporal orientation is related to their strategic orientation, specifically the extent to which they focus on Innovation-Expansion and Capacity Building.