IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v139y2022icp397-410.html
   My bibliography  Save this article

I implement, they deliberate: The matching effects of point of view and mindset on consumer attitudes

Author

Listed:
  • Zhang, Jin
  • Xu, Xiaobing
  • Keh, Hean Tat

Abstract

Companies can choose to depict images and develop narratives in their marketing communications from the first-person or the third-person point of view (POV). Prior research is equivocal on which POV is more effective. The present research examines the interaction effect between consumers’ cognitive mindset and POV on their product attitude. Studies 1 and 2 focus on visual POV and show that consumers with an implemental (deliberative) mindset have more favorable product attitude when the first-person (third-person) perspective is used. The matching effect can be explained by consumers’ higher engagement with the message. Study 3 shows that the effect between mindset and POV on product attitude also extends to narrative POV, and the effect is weakened when the advertised target is a search product rather than an experience product. These findings contribute to the literatures on ad processing, mindset, and marketing communication effectiveness, besides having important practical implications.

Suggested Citation

  • Zhang, Jin & Xu, Xiaobing & Keh, Hean Tat, 2022. "I implement, they deliberate: The matching effects of point of view and mindset on consumer attitudes," Journal of Business Research, Elsevier, vol. 139(C), pages 397-410.
    • Handle: RePEc:eee:jbrese:v:139:y:2022:i:c:p:397-410
    DOI: 10.1016/j.jbusres.2021.09.058
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296321007104
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2021.09.058?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Sun, Jin & Keh, Hean Tat & Lee, Angela Y., 2019. "Shaping consumer preference using alignable attributes: The roles of regulatory orientation and construal level," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 151-168.
    2. Wang, Ye & Chen, Huan, 2019. "The influence of dialogic engagement and prominence on visual product placement in virtual reality videos," Journal of Business Research, Elsevier, vol. 100(C), pages 493-502.
    3. Jin Sun & Hean Tat Keh & Angela Y. Lee, 2012. "The Effect of Attribute Alignability on Service Evaluation: The Moderating Role of Uncertainty," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 831-847.
    4. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    5. Yuwei Jiang & Lingjing Zhan & Derek D. Rucker, 2014. "Power and Action Orientation: Power as a Catalyst for Consumer Switching Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(1), pages 183-196.
    6. Nelson, Phillip, 1970. "Information and Consumer Behavior," Journal of Political Economy, University of Chicago Press, vol. 78(2), pages 311-329, March-Apr.
    7. Maier, Erik & Dost, Florian, 2018. "Fluent contextual image backgrounds enhance mental imagery and evaluations of experience products," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 207-220.
    8. Orazi, Davide C. & Johnston, Allen C., 2020. "Running field experiments using Facebook split test," Journal of Business Research, Elsevier, vol. 118(C), pages 189-198.
    9. Bone, Paula Fitzgerald & Ellen, Pam Scholder, 1992. "The Generation and Consequences of Communication-Evoked Imagery," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 93-104, June.
    10. Nelson, Philip, 1974. "Advertising as Information," Journal of Political Economy, University of Chicago Press, vol. 82(4), pages 729-754, July/Aug..
    11. Rebecca W. Hamilton & Debora Viana Thompson, 2007. "Is There a Substitute for Direct Experience? Comparing Consumers' Preferences after Direct and Indirect Product Experiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 546-555, June.
    12. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    13. Gergana Nenkov, 2012. "It’s all in the mindset: Effects of varying psychological distance in persuasive messages," Marketing Letters, Springer, vol. 23(3), pages 615-628, September.
    14. John Hulland & Mark Houston, 2021. "The importance of behavioral outcomes," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 437-440, May.
    15. Ryan S. Elder & Aradhna Krishna, 2012. "The "Visual Depiction Effect" in Advertising: Facilitating Embodied Mental Simulation through Product Orientation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(6), pages 988-1003.
    16. Yao, Qing & Chen, Rong, 2014. "Gift Cards and Gifted Cash: The Impact of Fit between Gift Type and Message Construal," Journal of Retailing, Elsevier, vol. 90(4), pages 481-492.
    17. Teng, Lefa & Ye, Nan & Yu, Ying & Wu, Xiaochuang, 2014. "Effects of culturally verbal and visual congruency/incongruency across cultures in a competitive advertising context," Journal of Business Research, Elsevier, vol. 67(3), pages 288-294.
    18. Baek, Eunsoo & Choo, Ho Jung & Lee, Seung Hwan (Mark), 2018. "Using warmth as the visual design of a store: Intimacy, relational needs, and approach intentions," Journal of Business Research, Elsevier, vol. 88(C), pages 91-101.
    19. Angela Y. Lee & Punam Anand Keller & Brian Sternthal, 2010. "Value from Regulatory Construal Fit: The Persuasive Impact of Fit between Consumer Goals and Message Concreteness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 735-747, February.
    20. Sucharita Chandran & Vicki G. Morwitz, 2005. "Effects of Participative Pricing on Consumers' Cognitions and Actions: A Goal Theoretic Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 249-259, September.
    21. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    22. Rita Ngoc To & Vanessa M Patrick & Margaret C Campbell & JoAndrea Hoegg, 2021. "How the Eyes Connect to the Heart: The Influence of Eye Gaze Direction on Advertising Effectiveness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(1), pages 123-146.
    23. MacInnis, Deborah J & Price, Linda L, 1987. "The Role of Imagery in Information Processing: Review and Extensions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 473-491, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Li Yan & Hean Tat Keh & Kyle B. Murray, 2024. "Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 75-96, January.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    2. Jeannot, Florence & Dampérat, Maud & Salvador, Marielle & El Euch Maalej, Mariem & Jongmans, Eline, 2022. "Toward a luxury restaurant renewal: Antecedents and consequences of digitalized gastronomy experiences," Journal of Business Research, Elsevier, vol. 146(C), pages 518-539.
    3. Yim, Mark Yi-Cheon & Yoo, Chan Yun, 2020. "Are Digital Menus Really Better than Traditional Menus? The Mediating Role of Consumption Visions and Menu Enjoyment," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 65-80.
    4. Sulser, Pascal A., 2021. "Pay-per-minute pricing: A field experiment comparing traditional and participative pricing mechanisms," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 92(C).
    5. Tran Thu & Moritaka Masahiro & Liu Ran & Fukuda Susumu, 2018. "Information effect on consumer adoption for a new beef brand in the Vietnamese market: prior knowledge, appealing the brand distinction, differentiation and similarity," Management & Marketing, Sciendo, vol. 13(3), pages 1014-1034, September.
    6. Andrea Mezger & Pablo Cabanelas & Mª. Jesús López‐Miguens & Francesca Cabiddu & Klaus Rüdiger, 2020. "Sustainable development and consumption: The role of trust for switching towards green energy," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3598-3610, December.
    7. Ying Ding & Hean Tat Keh, 2017. "Consumer reliance on intangible versus tangible attributes in service evaluation: the role of construal level," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 848-865, November.
    8. Briggs, Elten & Janakiraman, Narayan, 2017. "Slogan recall effects on marketplace behaviors: The roles of external search and brand assessment," Journal of Business Research, Elsevier, vol. 80(C), pages 98-105.
    9. Cheng, Peiyao & Zhang, Chao, 2023. "Show me insides: Investigating the influences of product exploded view on consumers’ mental imagery, comprehension, attitude, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    10. Hansen, Torben & Møller Jensen, Jan & Stubbe Solgaard, Hans, 2004. "Predicting online grocery buying intention: a comparison of the theory of reasoned action and the theory of planned behavior," International Journal of Information Management, Elsevier, vol. 24(6), pages 539-550.
    11. Lee, Woojin & Gretzel, Ulrike, 2012. "Designing persuasive destination websites: A mental imagery processing perspective," Tourism Management, Elsevier, vol. 33(5), pages 1270-1280.
    12. Ramus, Kim Bjarne & Grunert, Klaus G., 2004. "Consumers’ Willingness To Buy Food Via The Internet: A Review Of The Litterature And A Model For Future Research," MAPP Working Papers 84, University of Aarhus, Aarhus School of Business, The MAPP Centre.
    13. Jain, Varsha & Merchant, Altaf & Roy, Subhadip & Ford, John B., 2019. "Developing an emic scale to measure ad-evoked nostalgia in a collectivist emerging market, India," Journal of Business Research, Elsevier, vol. 99(C), pages 140-156.
    14. Sun, Chunhua & Fang, Yuan & Kong, Meng & Chen, Xiayu & Liu, Yezheng, 2022. "Influence of augmented reality product display on consumers’ product attitudes: A product uncertainty reduction perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    15. William Fritz & Rhonda Hadi & Andrew Stephen, 2023. "From tablet to table: How augmented reality influences food desirability," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 503-529, May.
    16. Shalom Levy & Israel Nebenzahl, 2008. "The influence of product involvement on consumers’ interactive processes in interactive television," Marketing Letters, Springer, vol. 19(1), pages 65-77, March.
    17. Xu, Xiaobing & Chen, Rong & Jiang, Lan, 2020. "The Influence of Payment Mechanisms on Pricing: When Mental Imagery Stimulates Desire for Money," Journal of Retailing, Elsevier, vol. 96(2), pages 178-188.
    18. Yi-Lin Tsai & Elisabeth Honka, 2021. "Informational and Noninformational Advertising Content," Marketing Science, INFORMS, vol. 40(6), pages 1030-1058, November.
    19. Pallant, Jessica L. & Karpen, Ingo O. & Sands, Sean J., 2022. "What drives consumers to customize products? The mediating role of brand experience," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    20. Kim, Minjeong & Kim, Jung-Hwan & Park, Minjung & Yoo, Jungmin, 2021. "The roles of sensory perceptions and mental imagery in consumer decision-making," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:139:y:2022:i:c:p:397-410. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.