La distancia temporal y su efecto sobre la actitud hacia los lanzamientos
Abstract
This article studies how the information from an advertising message can alter the temporal distance of a product launch, and thus explaining variations in perceived uncertainty and its impact on attitude towards a product not yet in the market. Using construal level theory, the article shows how temporal distance affects uncertainty, and using mental image formation theory, the article shows how this uncertainty affects attitude towards the product to be launched. An experiment with 198 participants allows to test our hypotheses and validate that signal type moderates the relationship between temporal distance and uncertainty, and mental image formation mediates the relationship between uncertainty and attitude towards the product. Additionally, there are no significant differences in attitudes towards the product when the temporal distance is short versus when the product has already been launched, which implies a base level of uncertainty towards a product that hasn’t been bought yet. Future research lines are proposed.Keywords:
Uncertainty , Temporal distance , Temporal cues , Attitudes toward the product , Mental imagesReferences
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