Abstract:

This research investigates the interactive effects of spatial distance and housing advertising orientation (abstract vs. concrete) on consumer attitude toward the target house. Results of study 1 and 2 reveal that when the target house is spatially close, concrete advertising has a greater impact on consumer attitude than abstract advertising, whereas when the target house is spatially distant, concrete and abstract advertising have no significantly different effects on consumer attitude. Furthermore, the mediating effect of experienced fluency is also investigated in study 2. This implies that the interactive effect of spatial distance and advertising orientation on consumer attitude is mediated by experienced fluency.

Key words: Psychological Distance, Advertising Orientation, Construal Level Theory, Construal Fit