The impact of unrealistic-style NFTs on consumers' intention to purchase and hold

Nonfungible tokens (NFTs) have introduced a distinctive visual landscape to digital goods, with unrealistic aesthetics predominating in major marketplaces. By integrating construal-level theory and NFT journey theory, we propose that the visual abstraction of unrealistic styles weakens associations with concrete, real-world scenarios. This increases NFTs' psychological distance, increases consumers' expectations of future value, and ultimately influences their intention to purchase and hold. We tested this proposition across four experimental studies. Study 1 (n = 214) showed the unrealistic style's main effect; Study 2 (n = 160) validated serial mediation, and Study 3 (n = 207) and Study 4 (n = 205) examined the moderation effects of futuristic elements and NFT positioning. Our findings highlight the pivotal role of psychological distance, offering clear design guidelines for NFT creators while also underscoring the need for nuanced regulation to address market volatility.