Distance matters: the effects of self-brand connections and construal levels on ad responses

So Young Lee, Chan Yun Yoo, Dong Hoo Kim, Yoon Hi Sung

Research output: Contribution to journalArticlepeer-review

8 Citations (Scopus)


This research examined the relationship between consumers’ self-brand connections (SBCs) and psychological distance toward a brand (Study 1) and empirically tested the matching principle in which construal levels of ad messages (high vs. low) should be congruent with a target market’s SBCs to maximize ad effectiveness (Studies 2 and 3). Study 1 found when consumers had stronger SBCs, they felt a closer psychological distance toward the brand. Meanwhile, Studies 2 and 3 revealed that participants in the weak SBCs condition responded to high-level construals (or abstractly-framed ads) more favorably than to low-level construals (or concretely-framed ads). However, no difference by the ad construals was found for the strong SBCs condition, indicating that a brand with relatively weak SBCs is more conducive to the matching principle than one with strong SBCs is.

Original languageEnglish
Pages (from-to)1-28
Number of pages28
JournalInternational Journal of Advertising
Publication statusPublished - 2020

Bibliographical note

Publisher Copyright:
© 2020, © 2020 Advertising Association.

All Science Journal Classification (ASJC) codes

  • Communication
  • Marketing


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