Index of Paper Presentations for the Parallel Sessions - Academy of ...

QuickTime and adecompressorare needed to see this picture.Temporal Orientation and Temporal Construal TheoryTemporal orientation, akin to temporal focus (Liu and Aaker 2006), refers to an individual's focuson immediate gains or distant rewards (Bergadaa 1990). For example, temporal orientation hasbeen found to influence the persuasiveness of healthcare messages and willingness to engage inhealthful behaviors (Orbell and Hagger 2006). Cotte and Ratneshwar (1998) suggest thatalthough some individuals focus on either the long-term or short-term, both orientations typicallyco-exist in the same person. Situational priming can enhance or lessen one's long-term orientation(Liu and Aaker 2007). A key question for the current study is how such temporal priminginteracts with message concreteness in an online health communication.According to the Temporal Construal Theory (Trope and Liberman 2003), people constructdifferent representations of the same information depending on whether the information pertainsto the near or distant future. In particular, Trope and Liberman proposes that individuals useabstract mental models to represent information about the distant future. These models consist ofgeneral, superordinate, decontextual, and essential features of events. In contrast, individuals useconcrete mental models to present information from the near future. Such models tend to includedetailed, subordinate, contextual, and incidental features of events. Supporting this proposition,Kardes, Cronley, and Kim (2006) found that the mere presence of a set of target brandsencourages individuals to present the brand using concrete mental models, which in turn affectsspontaneous preference formation, preference-behavior consistency. Based upon the samepremise, Trope and Liberman (2003) contend that the reverse causal path should also hold. Thatis, information presented in abstract terms will make an individual envision the action in thedistant future, while information presented in concrete terms will make an individual picture theaction in the near future (Trope and Liberman 2003). In sum, according to temporal construaltheory (Trope and Liberman 2003), information presented in concrete (abstract) terms tends toshorten (lengthen) temporal distance. In the current context, it is expected that congruency will beperceived when short- (long-) term orientation is primed and concrete (abstract) message is thenviewed in the context of an online anti-secondhand smoke website.Regulatory Fit, Processing Fluency and FlowProcessing fluency is defined as the experienced ease or fluency of ongoing processing(Unkelbach 2007). A regulatory fit between an individual‘s regulatory orientation andinformation will lead to more fluent processing ,which in turn accounts for the persuasioneffects (Lee and Aaker 2004). Supporting this argument, a burgeoning literature has demonstratedthe effect of regulatory fit on message persuasion (e.g., Aaker and Lee 2006; Lee and Aaker