Psychological Distance Matters: The Interaction between Content Display Order and Expectations of Change in Multi-content Instagram Posts

Abstract

The interaction between consumers and multi-content posts on Instagram, despite their widespread use as marketing tools, remains underexplored in academic research and marketing practices. The current research addresses this gap by employing construal-level theory and the concept of psychological distance to investigate how the order of content displays and individuals’ expectations of change influence consumer behavioral intentions. This study hypothesizes that presenting feasibility-focused content before desirability-focused content, aligning with the natural processing sequences of individuals, elicits more favorable responses than the reverse order. Results additionally reveal that individuals’ expectations of change significantly moderate their responses to content order. Specifically, those with lower expectations of change showed stronger positive responses to an initial presentation of feasibility-focused content, whereas those with higher expectations exhibited no difference in their responses regardless of the order. Furthermore, perceived psychological distance while processing the advertised multi-content post serves as a critical mediating factor, shedding light on the underlying mechanisms. This study provides valuable theoretical and practical insights, suggesting strategies for optimizing content arrangement in Instagram-based marketing communications.