The Effect of Combinations of Task Relevance and Message Components on Construal Level and Purchase Intent: An Experimental Study on Female Students

Abstract

We conducted two experiments to determine how the combination of task relevance, loss framing, and psychological distance affects changes in construal level, emotion intensity, and purchase intent. Experiment 1 investigated how construal level fit between the loss and proximal frames affected emotion intensity and purchase intention for skin beauty items among 217 female students in their 20s using the construal matching hypothesis (CMH). Experiment 2 examined how changes in construal level caused by the combination of task relevance and loss framing affect purchase intention among 41 female students in their 20s. We discovered that combining the loss and proximal frames boosted the emotional intensity of worry and raised purchase intention for low-concept marketed products. Meanwhile, the loss frame message produced a high construal level through self-affirmation in individuals with high task relevance, lowering purchase intention for advertising that emphasized tangible facts. We provide an in-depth discussion of the implications and limitations of our findings, as well as future research prospects.

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