Effects of congruence between individuals’ and hotel commercials’ construal levels on purchase intentions
Volume: 29, Issue: 8, Pages: 987 - 1007
Published: May 19, 2020
Abstract
This paper proposes to examine the effects of consumers’ construal levels on their purchase decisions based on Construal Level Theory. Accordingly, the construal level of individuals was operationalized through trait-based and state-based approaches. Across two 2 (high construal level high vs. low construal level) X 2 (abstract ad content vs. concrete ad content) between-subjects experiments, we demonstrated that participants who were assigned...
Paper Details
Title
Effects of congruence between individuals’ and hotel commercials’ construal levels on purchase intentions
Published Date
May 19, 2020
Volume
29
Issue
8
Pages
987 - 1007
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