Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level

Abstract

Drawing upon construal level theory, this research investigated the impact of brand experience on consumers’ psychological distance toward a brand and their construal levels. In addition, the effects of consumers’ brand experience on advertising appeals (cognitive and emotional appeals) in influencing the effects of advertising were explored. Study 1 demonstrates that strong brand experience leads consumers to reduce their psychological distance toward the brand and to lower their construal level. In contrast, weak brand experience is associated with consumers’ distant psychological distance and high-level construals. Study 2 extended the results of Study 1 by applying the findings to the context of advertising. Specifically, the results of Study 2 showed that the emotional appeal advertisements were more persuasive for individuals with strong brand experience compared to that of individuals with weak brand experience.