With the development of mobile Internet technology, firms need to complete the entire process of consumer targeting, ad content generation, and ad display in a very short time window. Therefore, computational advertising, such as native ads on social media platforms, has become the mainstream of online advertising with its automation and personalization features. However, computational advertising faces some problems when using artificial intelligence technology to generate content. First, the images should have a significant enough impact on consumers and be easy (...) to adjust to save computational power at the same time; second, the iteration of the computational advertising system relies on consumer behaviors or advertising effectiveness, and firms need to learn the relationship between ad design and consumer behaviors. Under the above two problems, this paper selects visual distance as the main variable, and images can be adjusted by cropping to save computational power. This paper incorporates image design and ad effectiveness metrics into the construal level theory framework, under which the effectiveness metrics can be quickly determined. Following previous studies, we use click-through rate to represent the early stage of the sales funnel and a higher construal level and CVR to represent the later stage of the sales funnel and a lower construal level. Therefore, visually distant images bring distant psychological distance or higher construal level, which can get higher CTR; visually proximate images bring near psychological distance or lower construal level, which can bring higher CVR. These findings suggest that firms can improve the efficiency of their advertising systems and gain more revenue by understanding consumer psychological states. (shrink)

Through the ability to preview the future , people can anticipate how best to think, feel and act in just about any setting. But exactly what factors determine the contents of prospection? Extending research on action identification and temporal construal, here we explored how action goals and temporal distance modulate the characteristics of future previews. Participants were required to imagine travelling to Egypt to climb or photograph a pyramid. Afterwards, to probe the contents of prospection, participants provided a sketch of (...) their imaginary experience. Results elucidated the impact of goal type and temporal distance on mental imagery. While a climbing goal prompted participants to draw a larger pyramid in the near than distant future, a photographic goal influenced only the compositional complexity of the sketches. These findings reveal how action goals and temporal distance shape the contents of future simulations. (shrink)

People experience various negative emotions in their everyday lives. They feel anger toward aggressive drivers, shame for making a mistake at work, and guilt for hurting another person. When these...

Trolley dilemmas have been tested cross-culturally, but only recently have researchers begun to assess the effect of responding to such dilemmas in a foreign language. Previous studies have found a Moral Foreign Language Effect in trolley dilemmas, whereby subjects who respond to these dilemmas in a foreign language, tend to offer more utilitarian responses. The present study seeks to test whether the MFLE holds amongst native speakers of Arabic. Additionally, the present study seeks to test whether the use of visual (...) images has any effect on responses. For such purposes, four groups were compared: 1) participants responding to trolley dilemmas in English without visual images; 2) participants responding to trolley dilemmas in Arabic without visual images; 3) participants responding to trolley dilemmas in English with visual images; 4) participants responding to trolley dilemmas in Arabic with visual images. (shrink)

Construal-level theory emphasizes that representing events at greater spatial, temporal, social, or hypothetical distance results in processing information at high construal levels (more conceptual, abstract). We posit that psychological distance and construal level are somewhat separable constructs, and can have different effects on emotion, and therefore, emotion regulation. We argue that psychological distance influences emotional appraisal, such that increasing distance results in lower emotion intensity, which can be leveraged to down-regulate emotions. However, we consider construal level a mindset, which can (...) occur with either high or low psychological distance. Furthermore, we argue that compared with psychological distance, construal level has a more nuanced relationship with emotion, and changing construal level for the purpose of changing emotion also requires considering the construal level of one's emotion-regulation goals. (shrink)