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Appealing to Divergent Brand Community Members - Adjusting Advertisements to Reflect Competing Construals (Nike Social Distance Experimental Study - Version 2)
Last registered on November 14, 2020

Pre-Trial

Trial Information
General Information
Title
Appealing to Divergent Brand Community Members - Adjusting Advertisements to Reflect Competing Construals (Nike Social Distance Experimental Study - Version 2)
RCT ID
AEARCTR-0006683
Initial registration date
October 28, 2020
Last updated
November 14, 2020 12:38 PM EST
Location(s)
Region
Primary Investigator
Affiliation
Loyola University New Orleans
Other Primary Investigator(s)
Additional Trial Information
Status
In development
Start date
2020-10-29
End date
2020-11-19
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 (Nike Social Distance Experimental Study - Version 2)." AEA RCT Registry. November 14. https://doi.org/10.1257/rct.6683-1.1.
Experimental Details
Interventions
Intervention(s)
Intervention Start Date
2020-10-29
Intervention End Date
2020-11-19
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 3 (social distance to other members vs. social distance to the brand vs. control) x 2 (symbolic vs. utilitarian advertising appeal) between-subjects experimental design.
Experimental Design Details
First, participants will be randomly assigned to one of three projective writing task conditions: close social distance to other members prime, close social distance to the brand prime, or control group. The writing prompts for all three conditions will be worded as follows: Close Social Distance to Other Members Condition: “We are interested in what you think the most socially engaged NIKE fan is like. This is someone who feels extremely close to other NIKE FANS, and is a devoted participant in NIKE community activities. Please write a brief essay about: ‘A Day in the Life of the Most Social NIKE Fan, Taylor Jones’. Imagine that you are Taylor Jones, and describe in detail what makes you the most interactive NIKE fan. For example, you may wish to write about how Taylor Jones knows a lot of other NIKE fans, engages with others on NIKE's social media platforms, constantly communicates on NIKE's online forums, keeps up-to-date on all NIKE community events, organizes NIKE community activities, etc.” After writing this response, participants will also be asked to: "Please name 5 other members of the NIKE brand community who you feel close to (i.e., other NIKE fans or supporters), and describe your relationship with each of them." Close Social Distance to the Brand Condition: “We are interested in what you think NIKE's number one fan is like. This is someone who feels extremely close to the NIKE BRAND, and is a devoted supporter of NIKE apparel and products. Please write a brief essay about: ‘A Day in the Life of the Ultimate NIKE Fan, Taylor Jones’. Imagine that you are Taylor Jones, and describe in detail what makes you the NIKE brand's greatest fan. For example, you may wish to write about how Taylor Jones knows the history of NIKE, often shops at NIKE stores, frequently browses NIKE's website, constantly wears NIKE apparel, keeps up-to-date on new NIKE products, watches all of NIKE's advertisements, etc.” After writing this response, participants will also be asked to: "Please name 5 things about the NIKE brand that you feel close to (i.e., Nike values or attributes), and describe your relationship with each of them." Control Condition: “We are interested in what you think a general day in your life is like. This is a day that is extremely NORMAL, and all of the activities are consistent with your regular routine. Please write a brief essay about: ‘A Typical Day in My Life’. Imagine and describe in detail what happens during each part of your day to make it normal. For example, you may wish to write about how you wake up every morning at a certain time, what you do to get ready for your day, the different activities you normally do, the types of meals you eat, what you do with your free time, etc.” After writing this response, participants will also be asked to: "Please name 5 things that you did today (i.e., went to work or made dinner), and describe your relationship with each of them." Next, participants will indicate their perceived social distance to both the brand and to other members of the brand community. Next, they will be randomly assigned to view one [of two] advertisement. The advertising messaging will be manipulated to reflect either a symbolic appeal highlighting more emotional aspects of the products (i.e., “Style. Comfort. Because life is passion. Nike Soul.”), or a utilitarian appeal highlighting more functional content related to the products (i.e., “Dri-fit. AeroReact. Because life is practical. Nike Speed.”). All other aspects of the advertisement—logo, picture, etc.—will be 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
300 American consumers
Sample size: planned number of observations
300 American consumers
Sample size (or number of clusters) by treatment arms
50 American consumers with a close social distance to other members & symbolic advertisement
50 American consumers with a close social distance to the brand & symbolic advertisement
50 American consumers with a close social distance to other members & utilitarian advertisement
50 American consumers with a close social distance to the brand & utilitarian advertisement.
50 American control consumers & utilitarian advertisement
50 American control consumers & 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
Intervention
Is the intervention completed?
No
Is data collection complete?
Data Publication
Data Publication
Is public data available?
No
Program Files
Program Files
Reports, Papers & Other Materials
Relevant Paper(s)
REPORTS & OTHER MATERIALS