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.

摘要

了解时间限制如何影响消费者一直是学者和从业者的重要长期课题。应用解释水平理论框架，设计了两个实验来提出关于时间限制机制的新理论视角。该研究测试了广告吸引力和信息质量的调节因素，旨在确定时间限制更有效地影响消费者反应的条件。在研究 1 中，使用学生样本和高参与度产品在受试者之间采用因子 2 × 2 设计（时间限制：是与否 x 广告吸引力：集体主义与个人主义）。在研究 2 中，另一个因子 2 × 2 设计（时间限制：是 vs. 否 x 广告吸引力：内疚 vs. 羞耻）使用普通人群和低参与度产品来使用受试者之间的差异。两项研究的结果证实了解释水平在解释消费者购买意愿中的中介作用和信息质量的调节作用。具体来说，研究 1 中发现的效果似乎对暴露于集体主义吸引力的受试者更为明显。讨论了研究人员和从业人员的理论和管理意义。