Investigating Consumers' Redemption Responses Through the Interplay Between Message Framing and Psychological Distance in Mobile Advertisement Design (Research-In-Progress Paper)
Document Type
Article
Abstract
Mobile advertising is increasingly important to promote products in today's business. Despite the advancement of mobile technologies, to improve the effectiveness of mobile advertising still remains a key challenge for business practitioners due to low redemption rates. The truth lies in the means to successfully approach consumers through relevant and personalized mobile promotion messages that incentivize consumers to make the purchase. In this study, we proposed a research framework that integrates both psychological distance theory and regulatory focus theory to personalize and optimize current mobile advertisement design in order to increase consumers' redemption rates. Accordingly, we designed a set of 2X2X2 controlled lab experiments and proposed a field experiments with real merchants to test the research framework. This study is expected to provide useful insights and marketing strategies to practitioners and academic field.
Digital Object Identifier (DOI)
Publication Info
Published in Pacific Asia Conference on Information Systems Pacis 2016 Proceedings, 2016.
APA Citation
Wu, Dezhi; Wang, Xinwei; Teo, Hock Hai; and Peng, Xixian, "INVESTIGATING CONSUMERS’ REDEMPTION RESPONSES THROUGH THE INTERPLAY BETWEEN MESSAGE FRAMING AND PSYCHOLOGICAL DISTANCE IN MOBILE ADVERTISEMENT DESIGN" (2016).PACIS 2016 Proceedings. 347. http://aisel.aisnet.org/pacis2016/347
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