Appealing to Divergent Brand Community Members - Adjusting Advertisements to Reflect Competing Construals (Starbucks Temporal Distance Experimental Study)

Last registered on August 30, 2020

Pre-Trial

Trial Information

General Information

Title
Appealing to Divergent Brand Community Members - Adjusting Advertisements to Reflect Competing Construals (Starbucks Temporal Distance Experimental Study)
RCT ID
AEARCTR-0006185
Initial registration date
July 22, 2020

Initial registration date is when the trial was registered.

It corresponds to when the registration was submitted to the Registry to be reviewed for publication.

First published
July 23, 2020, 9:48 AM EDT

First published corresponds to when the trial was first made public on the Registry after being reviewed.

Last updated
August 30, 2020, 9:13 PM EDT

Last updated is the most recent time when changes to the trial's registration were published.

Locations

Region

Primary Investigator

Affiliation
Loyola University New Orleans

Other Primary Investigator(s)

Additional Trial Information

Status
Completed
Start date
2020-07-23
End date
2020-07-30
Secondary IDs
Abstract
While brand communities bring to mind commonalities like shared interests and values, it is important to note that the way consumers construe information can be different depending on the situation and their level of integration with the brand community itself. Therefore, this research proposes that construal level impacts how brand community members process information, and specifically looks at how two dimensions of psychological distance—social and temporal distance—affect the persuasiveness of different types of advertising appeals. Furthermore, consideration is given to the consequences that occur when both dimensions are simultaneously activated, but the valence of the construal levels move in opposite directions. As such, these studies contribute to both theory and practice by extending knowledge to include which types of construals are more salient when competing construals are triggered, and by helping marketing managers to identify the most effective advertising appeals for brand community members under these different conditions.
External Link(s)

Registration Citation

Citation
Bauer, Brittney. 2020. "Appealing to Divergent Brand Community Members - Adjusting Advertisements to Reflect Competing Construals (Starbucks Temporal Distance Experimental Study)." AEA RCT Registry. August 30. https://doi.org/10.1257/rct.6185
Experimental Details

Interventions

Intervention(s)
Intervention Start Date
2020-07-23
Intervention End Date
2020-07-29

Primary Outcomes

Primary Outcomes (end points)
willingness to pay, brand response (brand favorability, brand interest, brand use)
Primary Outcomes (explanation)

Secondary Outcomes

Secondary Outcomes (end points)
Secondary Outcomes (explanation)

Experimental Design

Experimental Design
This study uses a 2 (near vs. far temporal distance) x 2 (symbolic vs. utilitarian advertising appeal) between-subjects experimental design.
Experimental Design Details
First, participants will be randomly assigned to view one [of four] advertisement. In the first set of manipulations, temporal distance will be primed by altering the release of the new products as either near (i.e., “Coming soon!”) or far (i.e., “Coming this winter!”). Secondly, the advertising messaging will be manipulated to reflect either a symbolic appeal highlighting more emotional aspects of the products (i.e., “True delight in a cup. Here's to the best part of your day. / Smooth pleasure! / Taste pure happiness!"), or a utilitarian appeal highlighting more functional content related to the products (i.e., “Top quality in a cup. Here's to the best part of your day. / Slow-steeped & smooth! / Taste pure tropical fruit!”). All other aspects of the advertisement—logo, picture, etc.—are kept constant throughout all of the ads. Finally, participants will respond to a short battery of attitude, behavioral, and demographic questions.
Randomization Method
Randomization will be done via the Qualtrics randomization tool in the survey flow.
Randomization Unit
The unit of randomization is the individual (i.e., each individual will be randomly assigned to view one [of two] advertisement).
Was the treatment clustered?
No

Experiment Characteristics

Sample size: planned number of clusters
200 American consumers
Sample size: planned number of observations
200 American consumers
Sample size (or number of clusters) by treatment arms
50 American consumers with a near temporal distance & symbolic advertisement
50 American consumers with a far temporal distance & symbolic advertisement
50 American consumers with a near temporal distance & utilitarian advertisement
50 American consumers with a far temporal distance & utilitarian advertisement.
Minimum detectable effect size for main outcomes (accounting for sample design and clustering)
IRB

Institutional Review Boards (IRBs)

IRB Name
Loyola University Institutional Review Board (IRB 00001194)
IRB Approval Date
2019-10-25
IRB Approval Number
IRB# 000164

Post-Trial

Post Trial Information

Study Withdrawal

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Intervention

Is the intervention completed?
No
Data Collection Complete
Yes
Data Collection Completion Date
July 30, 2020, 12:00 +00:00
Final Sample Size: Number of Clusters (Unit of Randomization)
Was attrition correlated with treatment status?
Final Sample Size: Total Number of Observations
301 American consumers
Final Sample Size (or Number of Clusters) by Treatment Arms
76 American consumers with a near temporal distance & symbolic advertisement 74 American consumers with a far temporal distance & symbolic advertisement 75 American consumers with a near temporal distance & utilitarian advertisement 76 American consumers with a far temporal distance & utilitarian advertisement.
Data Publication

Data Publication

Is public data available?
No

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Program Files

Program Files
No
Reports, Papers & Other Materials

Relevant Paper(s)

Reports & Other Materials