2 (Message type: high-level vs. low-level construals) factorial design was employed.
The
results of the study showed that individuals accessing the News Feed page responded more favorably to
abstractly framed desirability-focused messages than concretely framed feasibility-focused messages. In
contrast, individuals accessing the Timeline page showed more positive reactions to concretely framed
feasibility-focused messages compared to abstractly framed desirability-focused messages. The study
concludes with the discussions of theoretical and empirical implications and recommendations for
future research.