‘Where I come from’ determines, ‘how I construe my future’: the fit effect of culture, temporal distance, and construal level

Dong Hoo Kim, Youngjun Sung, Minette Drumwright

Research output: Contribution to journalArticle

8 Citations (Scopus)

Abstract

The present research examined how individuals’ cultural orientations influenced the relationship between their construal level and temporal distance. There were two studies in this research. In study 1, the relationship between culture and construal level was examined through the Behavior Identification Form. In addition, the influence of culture on temporal distance and individuals’ construal level was investigated by analyzing participants’ descriptions of their lives. In study 2, the three-way interaction between culture, temporal distance, and construal level frame of persuasive messages (desirability vs feasibility focused message) was investigated. A total of 503 (study 1–279 and study 2–224) students from two different countries (Korea and the United States) participated in the study. The findings revealed that individuals’ cultural orientations influenced their construal level and perceived temporal distance. Consistent results were found in an advertising context. When individuals from a collectivistic culture were in a proximal temporal condition, they tend to show a more favorable attitude toward the ad emphasizing the feasibility features of the product. The reverse was true for individuals from an individualistic culture.

Original languageEnglish
Pages (from-to)270-288
Number of pages19
JournalInternational Journal of Advertising
Volume37
Issue number2
DOIs
Publication statusPublished - 2018 Mar 4

Keywords

  • advertising effectiveness
  • construal level theory
  • consumer behavior
  • cross-cultural study
  • temporal distance

ASJC Scopus subject areas

  • Communication
  • Marketing

Fingerprint Dive into the research topics of '‘Where I come from’ determines, ‘how I construe my future’: the fit effect of culture, temporal distance, and construal level'. Together they form a unique fingerprint.

  • Cite this