How do sequential message stimuli shape consumer confidence? A longitudinal perspective

Purpose – Prior marketing communications research has primarily examined message effectiveness and consumer confidence from a static perspective. As a result, the dynamic mechanisms through which these constructs evolve remain underexplored. This study investigates how sequential messages shape consumer confidence and behavioral intentions over time. Design/methodology/approach – This study uses two latent growth modeling approaches to examine how perceived message effectiveness affects consumer confidence and behavioral intentions over time. In doing so, it presents sequential messages concerning residential safety in T1 (n = 771), emergency responses in T2 (n = 658), and the objective of providing a safe living environment in T3 (n = 603) to examine participants' responses. Findings – Results reveal that sequential message stimuli enhance consumer confidence, even as perceptions of message effectiveness decline across exposures. Additionally, message effectiveness strengthens the indirect link between message acceptance and behavioral intentions, underscoring the critical role of confidence-building in message design. Originality/value – This study advances self-efficacy theory by extending it to the domain of sequential marketing messages. It shows that confidence is more than a static trait but is a dynamic resource that accumulates through repeated message exposure. This extension offers a novel lens for interactive marketing: sequential stimuli act as confidence-building mechanisms that reshape how consumers process information and commit to behaviors. By positioning confidence growth as the central pathway, this study reframes sequential messaging as a strategic tool for sustaining consumer trust and loyalty, thereby advancing both theoretical development and managerial practice in dynamic digital markets.