Cet article présente les résultats de trois expérimentations qui étudient les effets de l’adéquation entre le cadrage du message et le niveau de représentation – induit par la distance temporelle – sur l’intention d’achat et le consentement à payer pour un produit innovant (des lunettes à réalité augmentée). De manière générale, les résultats indiquent qu’un message de gains associé à un achat envisagé à long terme ainsi qu’un message de pertes associé à un achat envisagé à court terme sont les combinaisons les plus efficaces pour promouvoir un produit innovant, mais que le degré de novation du produit et l’orientation temporelle du récepteur de la publicité modèrent les effets obtenus. Par ailleurs, les résultats mettent en évidence le rôle médiateur de la fluidité à traiter le message.
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