The dis-matching effect: How argumentation type and message design influence persuasion for emerging technology products
通过三个实验，研究了广告中论证类型（抽象/具体）与信息设计（叙事/非叙事）对新兴技术产品说服效果的影响，发现传统匹配原则不适用，而不匹配原则（抽象论证搭配低心理距离、具体论证搭配高心理距离）更有效，尤其在叙事广告中。
Emerging technology products, like AI-driven goods or electric vehicles, have the potential to disrupt markets. However, little is still known about how to advance their adoption through advertising. Therefore, we conducted three experiments to explore the persuasive effects of argumentation used in an ad (argumentation type: abstract/concrete) and the design of an ad (message design: narrative/non-narrative) for emerging technology products. Previous studies have proposed a matching principle in advertising, suggesting that abstract argumentation is more persuasive when consumers feel psychologically distant from the message subject, while concrete argumentation is more persuasive when they feel psychologically close to it. However, our research reveals that the matching principle applies to established technology products (Study 1), while the dis-matching principle (aligning abstract argumentation with low psychological distance and concrete argumentation with high psychological distance) is more effective for emerging technology products, particularly when ads are designed in a narrative format (Studies 2–3).