“The Pressing Preference For Prevention: the Impact of Temporal Construal on the Persuasiveness of Prevention Versus Promotion Framed Product Information”

Ginger Pennington, University of Chicago, USA
Jennifer Lynn Aaker, Stanford University, USA
Cassie Mogilner, Stanford University, USA
This research examines the influence of temporal construal level on consumers’ evaluations of persuasive messages that differ in regulatory focus. In three studies, we demonstrate that the temporal immediacy of a purchase leads consumers to prefer prevention- versus promotion-framed product claims—an effect that appears to be driven by the concrete mode of thought brought about by temporal proximity. In contrast, increased temporal distance is shown to encourage abstract thought, thereby diminishing consumers’ sensitivity to differences in the regulatory framing of persuasive messages.
[ to cite ]:
Ginger Pennington, Jennifer Lynn Aaker, and Cassie Mogilner (2007) ,"“The Pressing Preference For Prevention: the Impact of Temporal Construal on the Persuasiveness of Prevention Versus Promotion Framed Product Information”", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 210-215.