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Title of Journal: Mark Lett

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Abbravation: Marketing Letters

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Springer US

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10.1007/s11298-015-1230-z

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1573-059X

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The moderating role of construal level on the eval

Authors: Felix Septianto Loren Pratiwi
Publish Date: 2014/09/10
Volume: 27, Issue: 1, Pages: 171-181
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Abstract

This article proposes that construal level moderates consumer evaluation of different appeals emotional vs cognitive appeals in advertisements Lowlevel construal is associated with close psychological distance this condition implies that people with lowlevel construal can feel an emotion more intensely than those with highlevel construal Consequently consumers with lowlevel construal could positively relate with the emotional appeal ad and they would evaluate an ad with emotional appeal more favorably than an ad with cognitive appeal However this effect does not occur among consumers who construe information at highlevel due to the fact that they are able to focus on the central and positive features of different appealsThe authors gratefully acknowledge the support from Ansley Burns and Charmant Sengabira Ndereyimana for the participation of their students in this research The authors are also thankful to Joshua Littleton and Lilian Florian for their assistance to proofread this article Finally the authors acknowledge the constructive feedback from the editor and two anonymous reviewers

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