Actes d’une conférence
Année
2026
Abstract
This paper addresses a paradox in digital experience goods promotion: vivid description aspires to engage distant audiences, yet its efficacy is contingent upon audiences’ prior experience. We investigate whether distant goods evoke indifference or intrigue and examine the effect of vivid description across experiential distance. Drawing on Episodic Simulation Theory and Lay Epistemic Theory, we posit that while vividness promotes prospection through mental simulation, its efficacy depends on experiential distance that shapes audiences’ epistemic motivations. Based on a large-scale dataset of tourism-promotion posts and corresponding comments, we measured semantic vividness and linguistic prospection using NLP-based analysis and operationalized experiential distance as spatial and cultural distances. Multi-way fixed-effects analyses showed that vividness positively affected prospection, and this effect was weakened by spatial distance but strengthened by cultural distance. The study contributes a simulation-motivation framework for the vividness effect in digital promotion and provides practical implications for persuasive content design.
QUE, Y. et CHAN, F. (2026). Indifferent or intrigued? How the distance paradox shapes the vividness effect in digital promotion. Dans: European Conference on Information Systems (ECIS) 2026. Association for Information Systems (AIS).