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The authors examine effects of marketing messages that use text or pictures for advertising durable or nondurable products appealing to consumers' perceptions of close versus far psychological distance. In three studies, ads featuring text (pictures) evoke more favorable attitudes and purchase intentions toward products to be purchased in the distant (close) future or at a distant (close) location. In addition, ads featuring text (pictures) evoke more favorable attitudes and purchase intentions for durable (nondurable) goods. The research shows that marketers will be most persuasive if they ensure congruence among message formats, product types, and psychological distance.

In two studies, the authors reveal how consumers react to marketing messages when two commonly used promotional tactics-price discounts and advertising messages-are synergized. Building on construal level theory, Study 1 shows how dollar-off discount framings ("Buy 2, get $10 off") trigger low-level construal, while percent-off discount framings ("Buy 2, Get 50% off") activate high-level construal. Study 2 demonstrates that congruent levels are matched when dollar-off discount appeals are paired with attribute appeals and when percent-off appeals are paired with benefit appeals, leading to more effective marketing communications.

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