Original paper
COVID-19 Uncertainty and Temporal Framing in Advertising for Online Experiential Consumption
Abstract
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...
Paper Details
Title
COVID-19 Uncertainty and Temporal Framing in Advertising for Online Experiential Consumption
Published Date
May 27, 2021
Journal
Volume
50
Issue
3
Pages
280 - 289
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Notes
History