Effects of construal matching on repurchase behavior: evidence from a field experiment

Effectively delivering promotional SMS is crucial in competitive markets—particularly in the airline industry. This study examines the matching effect between promotional messages (high- vs. low-level construal) and purchase probability (low vs. high) on repurchase behavior. Using a large-scale field experiment conducted during the “Double 12” event run by an airline in China, we find that matching low purchase probability with high-level construal has a significant negative effect on consumer repurchase behavior. By contrast, matching high purchase probability with low-level construal has a significant positive effect. These findings provide theoretical guidance and practical implications for precision marketing, customized advertising, and consumer service strategies.