Are you on Timeline or News Feed? The roles of Facebook pages and construal level in increasing ad effectiveness

Abstract or concrete? The impact of regional typicality and advertising appeal types on consumption intention toward geographical indication products

The essential characteristic of geographical indication products is the association of the products with their region of origin. However, consumers have different associations between products and their region of origin (i.e., different regional typicality) according to different geographical indication products. In this regard, this research aims to explore how to adopt supporting advertising appeal types to improve consumers' attitudes and intentions toward geographical indication products with different regional typicality. To this end, this article proposes and tests the interaction between regional typicality and advertising appeal types on consumption intention toward products and the underlying mechanism and boundary conditions of this effect. Using three studies, this research finds that the adoption of abstract (vs. concrete) appeal is more likely to enhance consumption intention toward products when the geographical indication products have high regional typicality. Moreover, the reverse is true when the geographical indication products have low regional typicality. Furthermore, the results show that processing fluency mediates the interaction effect. In addition, the high (low) regional typicality and abstract (concrete) appeal on consumption intention toward products are more significant in the distant (close) spatial distance condition. In this way, this research provides a new perspective for studying consumer behavior with respect to geographical indication products and has implications for promoting the sales of geographical indication products and enhancing the brand value of geographical indication.

The Construction of Image Reference Points and Text Appeals Information Tailoring in Promoting Diners' Public Environment Maintenance Behavior Intention

The environmental maintenance of public dining spaces significantly impacts urban construction's sustainable and healthy development. This paper studied the influence of image-text information tailoring relationships on behavioral intentions to promote public dining space environment maintenance. We used a two-factor between-subject experimental design, two (image reference points: self vs. others) × two (text appeals: feasibility vs. desirability). We also examined the mediating roles of environmental maintenance attitudes and environmental responsibility perceptions as regards pro-environmental behavioral intentions. The research results showed the following: (1) Among the four image-text information construction methods, the other's image reference point with the desirability text appeal promotes the diners' pro-environmental behavioral intention with optimal effectiveness; and (2) Environmental maintenance attitudes and environmental responsibility perceptions play mediating roles in promoting diners' intention to maintain environmental behavior in the image-text combined information presentation. Environmental responsibility perceptions cannot be mediated alone and must be progressively mediated with environmental maintenance attitudes.

Interactions of construal levels on programming ability and learning satisfaction: A case study of an Arduino course for junior high school students

Programming is one of the most crucial abilities for students in science and technology courses. Few studies on programming ability have considered the effect of students’ construal levels on their learning performance. Therefore, the effects of students‘ construal level were explored in this study to fill this research gap and open a new avenue for the improvements in programming ability. The research participants were 110 seventh- and eighth-grade students with basic programming abilities taking an Arduino course. Data were collected from online questionnaires and analyzed using two-way analysis of variance and structural equation modeling to investigate the relationships among construal levels, programming ability, and learning satisfaction. The results revealed that students’ construal levels affect their learning satisfaction and programming ability. These findings indicate that teaching strategies could effectively improve the learning satisfaction and programming ability of junior high school students.

Too Far to Care? Measuring Public Attention and Fear for Ebola Using Twitter

Background

In 2014, the world was startled by a sudden outbreak of Ebola. Although Ebola infections and deaths occurred almost exclusively in Guinea, Sierra Leone, and Liberia, few potential Western cases, in particular, caused a great stir among the public in Western countries.

Objective

This study builds on the construal level theory to examine the relationship between psychological distance to an epidemic and public attention and sentiment expressed on Twitter. Whereas previous research has shown the potential of social media to assess real-time public opinion and sentiment, generalizable insights that further the theory development lack.

Methods

Epidemiological data (number of Ebola infections and fatalities) and media data (tweet volume and key events reported in the media) were collected for the 2014 Ebola outbreak, and Twitter content from the Netherlands was coded for (1) expressions of fear for self or fear for others and (2) psychological distance of the outbreak to the tweet source. Longitudinal relations were compared using vector error correction model (VECM) methodology.

Results

Analyses based on 4500 tweets revealed that increases in public attention to Ebola co-occurred with severe world events related to the epidemic, but not all severe events evoked fear. As hypothesized, Web-based public attention and expressions of fear responded mainly to the psychological distance of the epidemic. A chi-square test showed a significant positive relation between proximity and fear: χ²₂=103.2 (P<.001). Public attention and fear for self in the Netherlands showed peaks when Ebola became spatially closer by crossing the Mediterranean Sea and Atlantic Ocean. Fear for others was mostly predicted by the social distance to the affected parties.

Conclusions

Spatial and social distance are important predictors of public attention to worldwide crisis such as epidemics. These factors need to be taken into account when communicating about human tragedies.