Investigating Consumers' Redemption responses through the Interplay between Message Framing and Psychological Distance in Mobile Advertisement Design

Mobile advertising is increasingly important to promote products in today’s business. Despite the advancement of mobile technologies, to improve the effectiveness of mobile advertising still remains a key challenge for business practitioners due to low redemption rates. The truth lies in the means to successfully approach consumers through relevant and personalized mobile promotion messages that incentivize consumers to make the purchase. In this study, we proposed a research framework that integrates both psychological distance theory and regulatory focus theory to personalize and optimize current mobile advertisement design in order to increase consumers’ redemption rates. Accordingly, we designed a set of 2X2X2 controlled lab experiments and proposed a field experiments with real merchants to test the research framework. This study is expected to provide useful insights and marketing strategies to practitioners and academic field.

[1]  Peter J. Danaher,et al.  Where, When, and how Long: Factors that Influence the Redemption of Mobile Phone Coupons , 2015 .

[2]  Nathan M. Fong,et al.  Geo-Conquesting: Competitive Locational Targeting of Mobile Promotions , 2014 .

[3]  Miklos Sarvary,et al.  Which Products Are Best Suited to Mobile Advertising? A Field Study of Mobile Display Advertising Effects on Consumer Attitudes and Intentions , 2014 .

[4]  Zheng Fang,et al.  Mobile Targeting , 2013, Manag. Sci..

[5]  Bin Gu,et al.  Quantifying the Dynamic Sales Impact of Location-Based Mobile Promotion Technologies , 2013, ICIS.

[6]  Sam K. Hui,et al.  The Effect of In-Store Travel Distance on Unplanned Spending: Applications to Mobile Promotion Strategies , 2013 .

[7]  James R. Bettman,et al.  Space, Time, and Intertemporal Preferences , 2012 .

[8]  Peng-Ting Chen,et al.  Personalized mobile advertising: Its key attributes, trends, and social impact , 2012 .

[9]  Y. Trope,et al.  Construal-level theory of psychological distance. , 2010, Psychological review.

[10]  Hock-Hai Teo,et al.  The Role of Push-Pull Technology in Privacy Calculus: The Case of Location-Based Services , 2009, J. Manag. Inf. Syst..

[11]  Angela Y. Lee,et al.  It's Time to Vote: The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion , 2009 .

[12]  Y. Trope,et al.  The Psychology of Transcending the Here and Now , 2008, Science.

[13]  Andrea Everard,et al.  An Experimental Study of Antecedents and Consequences of Online Ad Intrusiveness , 2008, Int. J. Hum. Comput. Interact..

[14]  M.H.P. Kleijnen,et al.  Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons , 2008 .

[15]  Ravi Dhar,et al.  When Thinking Beats Doing: The Role of Optimistic Expectations in Goal-Based Choice , 2007 .

[16]  Joan Meyers-Levy,et al.  Exploring the Cognitive Mechanism that Underlies Regulatory Focus Effects , 2007 .

[17]  Hye Sun Lee,et al.  Analysis of the Actual Response Rates in Mobile Advertising , 2006, 2006 Innovations in Information Technology.

[18]  Heikki Karjaluoto,et al.  Factors influencing consumers' willingness to accept mobile advertising: a conceptual model , 2005, Int. J. Mob. Commun..

[19]  Venkataraman Ramesh,et al.  Understanding usability in mobile commerce , 2003, CACM.

[20]  Yaacov Trope,et al.  Temporal construal. , 2003, Psychological review.

[21]  Matt Haig,et al.  Mobile Marketing: The Message Revolution , 2002 .

[22]  Y. Trope,et al.  The effect of temporal distance on level of mental construal. , 2002 .

[23]  D. Ariely,et al.  A timely account of the role of duration in decision making. , 2001, Acta psychologica.

[24]  Y. Trope,et al.  The role of feasibility and desirability considerations in near and distant future decisions: A test of temporal construal theory. , 1998 .

[25]  E. Higgins,et al.  Beyond pleasure and pain. , 1997, The American psychologist.

[26]  M. Ross,et al.  The motivational impact of temporal focus: thinking about the future and the past. , 1996, Annual review of psychology.

[27]  Joan Meyers-Levy,et al.  When Timing Matters: The Influence of Temporal Distance on Consumers' Affective and Persuasive Responses , 1992 .

[28]  E B Ebbesen,et al.  Cognitive and attentional mechanisms in delay of gratification. , 1972, Journal of personality and social psychology.

[29]  Alice E. Courtney,et al.  Advertising in America: The Consumer View , 1969 .