Effects of social distance and matching message orientation on consumers' product evaluation

Lu Yang, Jin Chen, Bernard C.Y. Tan

Research output: Chapter in Book/Conference proceedingConference contributionpeer-review

Abstract

Despite a tremendous increase in the online sales of experiential products (e.g., clothes), how to present such kind of products to better intrigue online consumers remains unsolved. Relative to model presentation (i.e., presented by professional models), peer presentation (i.e., presented by peer consumers) is emerging as a new way of IT-enabled product presentation welcomed by online clothing merchants. Drawing on the Construal Level Theory, we examine the effects of peer presentation vs. model presentation, and the fitness between recommendation messages and these two types of presentation. We propose that compared to model presentation, peer presentation yields a closer psychological distance to a consumer, and is likely to arouse a lower level mental construal of the consumer. Thus, alongside peer presentation, a recommendation message that fits a low level construal (i.e., secondary features) is more persuasive. Contrarily, alongside model presentation, a recommendation message that fits a high level construal (i.e., primary features) is more persuasive. Lab experiments and a field experiment are designed to test these hypotheses.

Original languageEnglish
Title of host publicationHCI in Business - First International Conference, HCIB 2014, Held as Part of HCI International 2014, Proceedings
PublisherSpringer Verlag
Pages787-797
Number of pages11
ISBN (Print)9783319072920
DOIs
Publication statusPublished - 2014
Externally publishedYes
Event1st International Conference on HCI in Business, HCIB 2014 - Held as Part of 16th International Conference on Human-Computer Interaction, HCI International 2014 - Heraklion, Crete, Greece
Duration: 22 Jun 201427 Jun 2014

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume8527 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference1st International Conference on HCI in Business, HCIB 2014 - Held as Part of 16th International Conference on Human-Computer Interaction, HCI International 2014
Country/TerritoryGreece
CityHeraklion, Crete
Period22/06/1427/06/14

Keywords

  • Construal level
  • Electronic commerce
  • Message orientation
  • Peer presentation
  • Social distance

ASJC Scopus subject areas

  • Theoretical Computer Science
  • Computer Science (all)

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