The dis-matching effect: How argumentation type and message design influence persuasion for emerging technology products

•Persuasive effects of argumentation type, ad design and psychological temporal distance were tested.•The matching principle is effective for established technology products (abstract argumentation for high temporal distance, concrete argumentation for low temporal distance).•The dis-matching principle is effective for emerging technology products (abstract argumentation for low temporal distance, concrete argumentation for high temporal distance).•Narrative design of an ad enhances the effectiveness of the dis-matching principle.