The Effects of Subjective Probability Estimates on Consumer Evaluation of Advertising Messages From a Construal Level Perspective
This research investigates the effect of estimated probability on attitudes toward advertisements and behavioral intentions Results indicate that when individuals estimate that an event is less (more) likely to occur to them, a desirability-focused (feasibility-focused) ad message associated with the event is more persuasive than a feasibility-focused (desirability-focused) ad message.
[ to cite ]:
Ohyoon Kwon, Jung-Ah Lee, Eunji Lee, Jangho Moon , and Tae Rang Choi (2015) ,"The Effects of Subjective Probability Estimates on Consumer Evaluation of Advertising Messages From a Construal Level Perspective", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 794-794.