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ISSN : 1229-8778
The effects of temporal distance on consumer judgment and choice has received much interest. However, research efforts to investigate the role of temporal distance and ad visual on advertising effects are sparse. This research is to expand the extant researches on temporal distance and ad. message by employing visual perspective. 2(temporal distance: near future vs. distant future) × 2(message: concrete vs. abstract) × 2(visual perspective: 1st-person vs. 3rd-person) between- subject factorial design was applied. Results show that the effects of message type and temporal distance on responses toward advertising and advertised product was moderated by visual perspective of ad visual. Research findings highlight the functional role of visual perspective of visual imagery in advertisement and have implications for understanding how visual perspective interacts with temporal distance.
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