Construal Level Theory of Mobile Persuasion

Sherri Jean Katz, Sahara Byrne

Research output: Contribution to journalArticle

13 Citations (Scopus)

Abstract

This article introduces the construal level theory of mobile persuasion. Concepts associated with both construal level theory and mobile technology are articulated through a literature review and synthesized into a series of assumptions that relate specifically to persuasive communication. Eight theoretical propositions are proposed, introducing three message functions: shifting construal level orientation, bridging construal level perception of choice, and traversing psychological distance to choice. We argue that conceptual relationships between the affordances of mobile technology and construal level theory make mobile devices particularly suited to test and implement these propositions. Message success and message resistance are discussed through this framework. We specify the potential to use construal level theory in effective mobile health interventions and propose a research agenda to further apply construal level theory to the process of communication.

Original languageEnglish (US)
Pages (from-to)245-271
Number of pages27
JournalMedia Psychology
Volume16
Issue number3
DOIs
StatePublished - Jul 1 2013

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Persuasive Communication
persuasion
Technology
Telemedicine
Communication
Mobile devices
Psychology
Equipment and Supplies
Research
communication
health
mHealth

Cite this

Construal Level Theory of Mobile Persuasion. / Katz, Sherri Jean; Byrne, Sahara.

In: Media Psychology, Vol. 16, No. 3, 01.07.2013, p. 245-271.

Research output: Contribution to journalArticle

Katz, Sherri Jean ; Byrne, Sahara. / Construal Level Theory of Mobile Persuasion. In: Media Psychology. 2013 ; Vol. 16, No. 3. pp. 245-271.
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