Abstract

Process- and outcome-focused mental simulation has been widely adopted in creating advertising messages. Via two experiments, we investigated how chronological (Study 1) and incidental (Study 2) future time perspectives influence consumer responses to process- and outcome-focused advertisements. Study 1 discovered that older participants expressed more favorable ad attitudes and product attitudes when exposed to a process-focused advertisement compared to when exposed to an outcome-focused advertisement, while younger participants responded similarly to both advertisements. Study 2 revealed that participants primed with extensive time perspective expressed more favorable ad attitudes, service attitudes, and greater purchase intention when exposed to an outcome-focused advertisement than a process-focused advertisement. Participants primed with limited time perspective evaluated a process-focused advertisement more positively than an outcome-focused advertisement. Both theoretical and practical implications of these findings are discussed.

摘要

在创建广告消息时，以过程和结果为重点的心理模拟已被广泛采用。通过两个实验，我们研究了按时间顺序（研究1）和偶然（研究2）的未来时间观点如何影响消费者对以过程和结果为重点的广告的响应。研究1发现，与暴露于注重结果的广告相比，年龄较大的参与者在暴露于以过程为重点的广告时表现出更有利的广告态度和产品态度，而年轻参与者则对这两个广告做出类似反应。研究2显示，以广泛的时间观点为基础的参与者在接触以结果为导向的广告时，比以过程为重点的广告表现出更有利的广告态度，服务态度和更大的购买意愿。受时间限制的参与者比以结果为重点的广告更积极地评价以过程为重点的广告。讨论了这些发现的理论和实践意义。