• Asia Marketing Journal
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• 제16권1호
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• pp.1-12
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• 2014

The goal-gradient hypothesis states that the tendency to approach a goal increases with the increasing proximity of the goal (Hull 1932). It was initially supported with an evidence of animal experiments and since then, several papers have investigated the goal-gradient hypothesis in humans. Although there are some evidences related to the goal-gradient hypothesis in human behaviors, none of previous studies can properly explain its underlying mechanism, and what's more, they were not able to suggest useful managerial applications in human behaviors. From these perspectives, this work points out that there are some theoretical weaknesses to apply the goal-gradient hypothesis into the complicated human decision-making behaviors and proposes an alternative theoretical mechanismthat underlies the goal-gradient hypothesis in human. Finally, it offers insights into managerial implications of the goal-gradient hypothesis in the marketing field. This study focuses on the changes in motivations for achieving goals, in terms of how approaches to goals vary according to temporal distance from those goals. Specifically, the temporal construal theory (Liberman and Trope 1998) is considered as the underlying mechanism of the goal-gradient in that the temporal construal theory argues how the temporal distance from a goal makes people change their associated values regarding to that goal. According to the temporal construal theory, the value of distant future outcomes (near future outcomes) is construed on the basis of abstract and central features (concrete and peripheral features), and it argues that distant future situations are construed on a higher level than near future situations. This means that the value associated with the high-level construal is enhanced over delay, whereas the value associated with the low-level construal is discounted over delay. Our propositions suggest that the goal-gradient behavior in human can be motivated by the different aspects or characteristics of the goal as time changes based on the temporal construal theory. Thus, the following propositions are proposed. P 1-1: If the goal is far away, consumers put more value on the central features that are more associated with the desirability of the goal. P 1-2: If the goal is far away, consumers put more effort into accomplishing the goal that has more central features, regardless of its peripheral features. P 2-1: If a goal is near, consumers put more value on the peripheral features that are more associated with the feasibility of the goal. P 2-2: If a goal is near, consumers put more effort into accomplishing the goal that has more peripheral features, regardless of its central features. We hope to provide sufficient managerial implications for the companies as our research aims to show how consumers react differently as they progress toward the goal. Proposed propositions may provide guidance for companies developing a loyalty program, enabling them to understand what kinds of benefits or services they should provide or emphasize to consumers in loyalty programs on the basis of the time-dependent changes in outcome values (such as gifts, reward coupons). The effects of temporal distance from a goal should inform companies' marketing activities and help themto determine where emphasis should be placed in designing the benefits of their loyalty program.

• International Journal of Human Ecology
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• 제16권2호
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• pp.11-20
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• 2015

The purpose of this study was to examine the effects of the construal level and temporal distance of a message and consumer's Social Network Service (SNS) self-efficacy on consumers' attitudes toward SNS fashion advertising. This study employed a 2 (message configuration: high construal level/low construal level) ${\times}$ 2 (temporal distance: distant future/near future) ${\times}$ 2 (SNS self-efficacy: high/low) between-subject factorial design. The survey was conducted on Facebook users in their twenties (N=216). The results are as follows: First, attitude toward SNS fashion advertising and purchase intention was higher when the message construal level was lower and when the temporal distance was closer. Second, no interactions between temporal distance and message construal level for attitude toward SNS advertising and purchase intention were found in this study. However, interactions between temporal distance and SNS self-efficacy for attitude toward SNS advertising and purchase intention were found. When the SNS self-efficacy was high, message with the low construal level reacted significantly positive in terms of attitude toward the ad as well as purchase intention. It is expected that this study will provide insight for apparel makers or retailers to use SNS as a new advertising media for fashion marketing. Practical implications and limitations are discussed.

• Asia pacific journal of information systems
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• 제27권4호
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• pp.216-232
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• 2017

This study's objective is to use the construal-level theory (CLT) to explore the effect of the utility of online travel reviews on tourists' perception. To accomplish this goal, online travel reviews are divided into two different categories based on concreteness, and the usefulness of each review is compared with the temporal dimension of psychological distance. The results show that close future tourists are more influenced by concrete reviews than abstract reviews; however, the far future tourists are more influenced by abstract reviews than concrete reviews. Based on these results, theoretical and practical implications are discussed, and suggestions are made for future research.

• 한국IT서비스학회지
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• 제18권5호
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• pp.31-51
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• 2019

Construal level theory (CLT) have been researched in wide range of disciplines such as marketing, organizational study, psychology, or education. Current study asserts that CLT would explain the effect of different devices of PC and smartphone on interaction between human-computer interfaces and information systems use. In CLT, those who are far from an object in terms of physical, temporal, social or psychological distance, they construe their understanding as abstract (high level) and vice versa. We hypothesized different size of digital device will increase psychological distance and result in behaviors that correspond to present construal level. The analysis result shows that users of PC recognized that they are socially distant from the device and those of smartphone felt that they are socially close to the device. However, the device did not have significant effect on attention to essential information, advertisement preference, and immediacy. The implication to academia, practice and future research and limitations are also discussed.

• 한국경영과학회지
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• 제35권4호
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• pp.1-16
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• 2010

In consumption environment, the time interval is frequently found between purchase and consumption. The objective of this study is to determine how consumers' purchase intentions can be influenced by this type of temporal distance. Construal level theory holds that the 'distant future situation' tend to be construed on a higher level than the 'near future situation.' Accordingly, when considering the consumption in the near future, consumers tend to be more likely to focus on the feasibility of the alternatives than on desirability. Conversely, when considering the consumption in the distant future, they are more likely to focus on the desirability of the alternatives than on feasibility. Along with the previous literature, the current study investigates the effects of temporal distance between purchase and consumption on consumer choice. Moreover, we aim to determine under which conditions these effects pertain. To test our hypotheses, we conducted a 2(temporal distance:near future vs. distant future) x 2(alternative type:high desirability, low feasibility vs. low desirability, high feasibility) x 3(additional offering:no gift, free coffee coupon, free mini book) between subjects design. The results show that the main effects of temporal distance and additional offering are significant. The 2 way interaction between temporal distance and additional offerings is also significant. Specifically, the purchase intention differentiation from additional offering tends to be larger at shorter temporal distances (near future) than at long ones (distant future).

• 지식경영연구
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• 제18권3호
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• pp.163-178
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• 2017

Recent advances in technology are evolving to enable individuals to perform various activities necessary for their lives, without being constrained by physical, temporal, and spatial constraints. The online services and experiences that originated from solving the discomfort in the actual offline space have created the newness that can only be experienced in the digital world and furthermore uniquely new experiences in actual space as well. While many previous studies have suggested several interpretations of unique individual behaviors in virtual environments, a recent research approaches virtuality as an interesting perspective of the change of thinking style. Virtuality is defined as how far apart we are from everyday reality, and if the individual faces a situation far from reality, the psychological distance of the individual becomes distant and ultimately leads to the thinking style of high construal level. Otherwise, it is said to have a relatively low construal level of thinking style. In this study, I try to confirm the virtual distance as the role of psychological distance in new virtual contexts. Simultaneously considering temporal distance, which are most used in psychological distance, and virtual distance based on virtuality, this study tries to find whether the effect of virtual distance on product attitude is the same as that of temporal distance and check the relationship between virtual distance and temporal distance in the context of consumers' product evaluations depending on product information type.

• Asia Marketing Journal
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• 제17권1호
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• pp.97-121
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• 2015

In this research, we examine whether and why temporal distance influences evaluations of two different types of brand extensions: concept-based extensions, defined as extensions primarily based on the importance or relevance of brand concepts to extension products; and similarity-based extensions, defined as extensions primarily based on the amount of feature similarity at the product-category level. In Study 1, we test the hypothesis that concept-based extensions are evaluated more favorably when they are framed to launch in the distant rather than in the near future, whereas similaritybased extensions are evaluated more favorably when they are framed to launch in the near rather than in the distant future. In Study 2, we confirm that this time-dependent differential evaluation is driven by the difference in construal level between the bases of the two types of extensions - i.e., brand-concept consistency and product-category feature similarity. As such, we find that conceptbased extensions are evaluated more favorably under the abstract than concrete mindset, whereas similarity-based extensions are evaluated more favorably under the concrete than abstract mindset. In Study 3, we extend to the case for a broad brand (i.e., brands that market products across multiple categories), finding that making accessible a specific product category of a broad parent brand influences evaluations of near-future, but not distant-future, brand extensions. Combined together, our findings suggest that temporal distance influences brand extension evaluation through its effect on the importance placed on brand concepts and feature similarity. That is, consumers rely on different bases to evaluate brand extensions, depending on their perception of when the extensions take place and on under what mindset they are placed. This research makes theoretical contributions to the brand extension research by identifying one important determinant to brand extension evaluation and also uncovering its underlying dynamics. It also contributes to expanding the scope of the construal level theory by putting forth a novel interpretation of two bases of perceived fit in terms of construal level. Marketers who are about to launch and advertise brand extensions may benefit by considering temporal-distance information in determining what content to deliver about extensions in their communication efforts. Conceptual relation of a parent brand to extensions needs to be emphasized in the distant future, whereas feature similarity should be highlighted in the near future.

• 한국콘텐츠학회논문지
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• 제19권10호
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• pp.593-606
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• 2019

본 연구는 해석수준이론을 바탕으로 리타게팅 광고의 특성에 맞는 효과적인 메시지 전략을 검토하고자 했다. 먼저 주로 사람들간에 적용되어 온 사회적 거리가 온라인 사이트 유형에 적용가능한지 확인한 후 사이트 유형별 사회적 거리의 효과를 확인하였다. 나아가 사회적 거리와 시간적 거리가 복합적으로 작동할 때 소비자들의 사고수준은 어느 방향으로 활성화되는지, 그에 따른 메시지 효과가 어떻게 달라지는지를 분석하였다. 분석결과 웹사이트 유형별 사회적 거리와 메시지의 해석수준은 기존의 CLT 연구와 일치하였다. 그러나 시간적 거리, 사회적 거리, 그리고 메시지의 해석수준까지 일치할 경우(근미래${\times}$근사회${\times}$구체 메시지 혹은 원미래${\times}$원사회${\times}$추상메시지)에만 광고효과가 더 높을 거라는 주장은 부분적으로만 검증되었다. 또한 두 차원의 거리는 하나의 심리적 공간아래 통합되어 두 심리적 거리 중 하나만이라도 멀면 상위수준으로 사고하게 되기 때문에 두 심리적 거리가 모두 먼 경우와 차이가 없다는 기존의 입장도 기각되었다. 오히려 시간과 사회적 거리가 불일치할 경우, 두 차원 중 메시지의 해석수준이 사회적 거리와 일치할 때 더 효과적인 것으로 나타나 심리적 거리의 영향력이 종류에 따라 다를 수 있다는 추론을 가능하게 했다.

• 디지털융복합연구
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• 제10권11호
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• pp.307-313
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• 2012

본 연구의 목적은 호텔서비스산업의 서비스품질 차별화를 통한 경쟁력 제고를 위하여 호텔 서비스예약의도에 영향을 미치는 기대서비스품질에 대한 연구를 제안하고, 시간해석이론관점에서 고객가치의 매개효과를 살펴보는 것이다. 연구결과 1) 추상적인 호텔기대서비스품질(구체적인 호텔기대서비스품질)은 고객의 기능적 가치(사회 심리적 가치)보다 사회 심리적 가치(기능적 가치)에 더 큰 영향을 미치는 것으로 나타났다. 또한 2) 시간해석관점에서 고객의 기능적 가치(사회 심리적 가치)는 호텔이용시점까지의 시간적 거리가 먼(가까운) 경우보다 가까운(먼) 예약의도에 더 큰 영향을 미치는 것으로 나타났다. 본 연구는 호텔서비스를 연구하는 학자들뿐만 아니라 마케팅실무담당자들에게 이론적 실무적 시사점을 제공한다.

• 컴퓨터교육학회논문지
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• 제18권6호
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• pp.33-42
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• 2015

본 연구는 해석수준이론을 바탕으로 정보보안 백신 소프트웨어를 필요로 하는 시점과 정보보안 백신의 광고메시지 유형, 정보보안 지식수준에 따라 사용자의 정보보안 백신 소프트웨어 채택 의도가 어떠한 차이를 나타내는지 알아보았다. 이를 위해 정보보안 백신 제품을 대상으로 2(지식수준: 고/저) ${\times}2$(시간적 거리: 가까운 거리/먼 거리) ${\times}2$(광고메시지 유형: How(구체적)/Why(추상적)) 실험을 설계한 후, 실험을 실시하였다. 분석 결과 시간적 거리와 광고메시지 유형에 따라 정보보안 백신 채택 의도에 차이가 있음을 확인하였고, 정보보안 지식수준에 따라서도 선택이 달라짐을 확인하였다. 이런 결과는 사용자의 정보보안 행동을 높이기 위해서는 사용자의 지식수준과 정보보안 시점에 따라 백신 소프트웨어에 대한 소개를 달리하는 전략을 수립해야 함을 시사한다. 특히 지식수준이 높은 사용자에게는 시기적으로 적합한 설득메시지 고려가 중요하고, 지식수준이 낮은 사용자의 올바른 백신 소프트웨어 채택을 위해서 시간적 거리에 따른 추상적 사고력을 계발할 필요성이 있음을 시사한다.