Construal Matching in Online Search: Applying Text Analysis to Illuminate the Consumer Decision Journey

We propose that as consumers move through the decision journey, those with informational [transactional] goals will generate online search queries that are more abstract [concrete]. Further, we demonstrate a fluency-driven matching effect whereby consumers respond more favorably to search engine results and ad content whose language matches their construal level.


Ashlee Humphreys, Mathew S. Isaac, and Rebecca Jen-Hui Wang (2020) ,"Construal Matching in Online Search: Applying Text Analysis to Illuminate the Consumer Decision Journey", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1017-1021.


Ashlee Humphreys, Northwestern University - Medill, USA
Mathew S. Isaac, Seattle University, USA
Rebecca Jen-Hui Wang, Lehigh University


NA - Advances in Consumer Research Volume 48 | 2020

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