‘Deception At a Distance’: How and When Does Temporal Distance Affect Persuasion Knowledge Activation?

Ryan Rahinel, University of Minnesota, USA
Norman O'Reilly, Laurentian University, Canada
Consistent with construal level theory, we present results from an experiment demonstrating that the temporal distance of a purchase decision can affect persuasion knowledge activation when the topic of the persuasive statement is congruent with the construal level. This interaction is then shown to have adverse effects on brand evaluations that are mediated by persuasion knowledge activation through an automatic process.
[ to cite ]:
Ryan Rahinel and Norman O'Reilly (2009) ,"‘Deception At a Distance’: How and When Does Temporal Distance Affect Persuasion Knowledge Activation?", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 736-737.