The Effects of Promotion Type on Persuasion: Moderating Role of Temporal Distance and Message Framing

초록

The purpose of this study is to examine the persuasive effects of promotion type with a focus on temporal distance and message framing. In this study, after involvement was treated as a covariate, an experiment with a 2 (value-added/price-off promotion) × 2 (near/distant future), and a 2 (value-added/price-off promotion) × 2 (positive/negative framing) factorial design was conducted in the Seoul metropolitan area in South Korea. The results suggest that the type of promotion has significant interaction effects with both the temporal distance and the message framing. Price-off promotion was effective in near-future persuasion, whereas value-added promotion was effective in distant future. Price-off promotion was effective for a negative message, while value-added promotion produced greater effects for a positive message. Unlike previous studies, which have focused on price-off promotion, this study could expand the range of studies related to promotion and provide valuable information to companies looking to develop promotion strategies.

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