COVID-19 Uncertainty and Temporal Framing in Advertising for Online Experiential Consumption

During the period of uncertainty and lack of control caused by the COVID-19 pandemic, we investigated how consumers evaluate online experiences using messages framed in different temporal perspectives. In the midst of the coronavirus outbreak, companies have been offering their experiential services online either in single long sessions (i.e., proximal framed message) or multiple short sessions over time (i.e., distal framed message). We found...