Is Creative Description Always Effective in Purchase Intention? The Construal Level Theory as a Moderating Effect

Is Creative Description Always Effective in Purchase Intention? The Construal Level Theory as a Moderating Effect

Recent years has witnessed a rapid growth in online shopping. This paper draws from the construal level theory to examine the divergent effects of the creative text descriptions of products on consumers' purchase intention in an online context. It also investigates consumers' construal lev...

Full description

Bibliographic Details
Main Authors: Fei-Si Yao, Jing-Bo Shao, He Zhang
Format: Article
Language:English
Published: Frontiers Media S.A. 2021-07-01
Series:Frontiers in Psychology
Subjects:
text description style
creative description
construal level
purchase intention
moderating effect
Online Access:https://www.frontiersin.org/articles/10.3389/fpsyg.2021.619340/full

Similar Items

Similar Items