From Schema to Construal
Matching Effect of Users’ Dynamic Browsing Modes and Advertising Appeals on In-Feed Advertising Attitudes
Bibliographic Data
| ID | 22006359 |
|---|---|
| Authors | Xuebin Qin (0000-0001-9875-983X, East China Normal University), Shuyang Sun (Shanghai International Studies University), Yuting Shi (0000-0002-6733-0827, Shanghai International Studies University), Zhibin Jiang (0000-0002-9241-0212, Shanghai International Studies University, corresponding author) |
| Year | 2026 |
| Volume | 16 |
| Issue | 3 |
| Publication date | 2026-07-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | SAGE Open (JOURNAL) |
| Journal identifiers | ISSN: 2158-2440 • E-ISSN: 2158-2440 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/21582440261466358 |
| OpenAlex | W7167224572 |
| Language | EN |
| References cited | 54 |
In recent years, in-feed advertising has seen rapid development, with its market share gradually expanding. How to continuously improve the effectiveness of in-feed advertising has become a focal issue of concern for all parties. Based on the Construal Level Theory, this paper explores the impact of the matching effect between users’ dynamic browsing modes and advertising appeals on users’ advertising attitudes, and investigates the moderating role of product types and the underlying mechanism of its influence. Three behavioral experiments yield the following findings: First, there is a matching effect between dynamic browsing modes and advertising appeals; users in divergent (convergent) browsing mode prefer emotional (rational) advertising appeal. Second, the matching effect between users’ dynamic browsing modes and advertising appeals enhances perceived diagnosticity, thereby making advertising attitudes more positive. Third, product types moderate the matching effect of users’ dynamic browsing modes and advertising appeals on users’ advertising attitudes; hedonic products enhance the impact of the matching effect between divergent browsing mode and emotional appeals on users’ advertising attitudes, while utilitarian products enhance the impact of the matching effect between convergent browsing mode and rational appeals on users’ advertising attitudes
Advertising research · Contextual advertising · Informative advertising · Native advertising · Online advertising · Search advertising · Behavioral Health and Interventions · Cognitive and psychological constructs research · Consumer Behavior in Brand Consumption and Identification
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The Effect of Conceptual and Perceptual Fluency on Brand Evaluation
Construal-level theory of psychological distance.
G*Power 3
The impact of human and virtual endorsements on advertising effectiveness
Distance matters
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The Effects of Competence and Warmth Appeals on Luxury and Sustainable Brand Advertising
Exploring the Communication and Spillover Effects of the Advertising Endorser and Appeal of Nonprofit Organizations
Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising
Value from Regulatory Construal Fit
| Citation velocity | historical |
|---|---|
| Highly cited | No |