본 연구는 물리적으로 차이가 나는 시간적 거리 그리고 그 시간을 주관적으로 지각하는 정도에 따라 해석수준에서 차이가 나는 광고메시지의 선호가 어떻게 달라지는지 살펴보았다. 연구 결과, 시간적 거리와 메시지의 해석수준의 적합효과에 주관적 시간지각이 영향을 미쳤다. 구체적으로 메시지의 시간적 거리가 멀고 이를 멀리 지각하는 경우는 상위 해석수준의 메시지를 선호했지만, 이를 가깝게 지각하는 경우는 더 이상 상위 해석수준의 메시지를 선호하지 않았다. 그러나 가까운 시간적 거리에서는 가깝게 지각하거나 멀리 지각하거나 상관없이 일관적으로 하위 해석수준의 메시지를 더 선호하였다. 본 연구를 통해 시간적 거리와 주관적 시간지각 모두를 통합하는 계기를 만들고자 하였다.
This study investigates how the preference of advertising messages differed in objective temporal distance, or calender time, and subjective perception of the time. Results show that subjective temporal perception affected the fit effect of temporal distance and construal level of the message. Specifically, when the message shows distant temporal distance and the participants actually perceive it as far, they preferred the message with high construal level; when consider the same temporal distance as close, they no longer preferred the message. However, message with low construal level is more favorable when it has proximal temporal distance, whether participants subjectively perceive the temporal distance as distant or not. Through this study, I tried to integrate both temporal distance and subjective time perception.
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