The Impact of Ad Appeal on Purchase Intent: The Moderating Role of Temporal Construal

Abstract

This study investigates the interactive effects of advertising appeal types, emotional versus rational and consumers’ temporal construal levels (high versus low) on the consumer’s purchase intent. Perceived authenticity is examined as a critical mediating mechanism. Drawing on construal level theory, the research aims to understand how congruence between ad appeal type and psychological distance can influence consumer responses and ultimately shape purchase intent. Methodology: A 2(Ad Appeal: Emotional vs. Rational) × 2(Temporal Construal: High vs. Low) between-subjects factorial experimental design was employed. A total of 385 participants were randomly assigned to one of four advertising conditions reflecting combinations of appeal type and construal level. Established manipulation techniques were used to frame ads accordingly. Quantitative data were analyzed using two-way ANOVA to examine interaction effects, and Hayes’ PROCESS macro (Model 8) was used to test moderated mediation, with perceived authenticity as the mediating variable. Findings: The results revealed a significant interaction between ad appeal and temporal construal on both purchase intent while perceived authenticity mediated the relationship. Emotional appeals led to higher purchase intent and perceived authenticity among consumers operating under high temporal construal (future-oriented, abstract thinking). In contrast, rational appeals were more effective among low temporal construal consumers (present-focused, concrete thinking). The moderated mediation model confirmed that perceived authenticity mediates the conditional effect of ad appeal and temporal construal on purchase intent, highlighting the importance of psychological fit between message framing and consumer mindset.