Living with restrictions: The duration of restrictions influences construal levels

2021 ◽  
Author(s):  
Gülen Sarial‐Abi ◽  
Aulona Ulqinaku ◽  
Sadaf Mokarram‐Dorri
Keyword(s):  
Construal Levels

Commentaries and Rejoinder on

2014 ◽  
Vol 45 (4) ◽  
pp. 327-334 ◽  
Author(s):  
Han Gong ◽  
Douglas L. Medin ◽  
Tal Eyal ◽  
Nira Liberman ◽  
Yaacov Trope ◽  
...  
Keyword(s):  
Moral Judgment ◽  
Psychological Distance ◽  
Temporal Distance ◽  
Moral Cognition ◽  
Cultural Systems ◽  
Moral Condemnation ◽  
Construal Levels

In the hope to resolve the two sets of opposing results concerning the effects of psychological distance and construal levels on moral judgment, Žeželj and Jokić (2014) conducted a series of four direct replications, which yielded divergent patterns of results. In our commentary, we first revisit the consistent findings that lower-level construals induced by How/Why manipulation lead to harsher moral condemnation than higher-level construals. We then speculate on the puzzling patterns of results regarding the role of temporal distance in shaping moral judgment. And we conclude by discussing the complexity of morality and propose that it may be important to incorporate cultural systems into the study of moral cognition.

scholarly journals A construal-level approach to hedonic and utilitarian shopping orientation

2021 ◽  
Author(s):  
Daniele Scarpi
Keyword(s):  
Consumer Behavior ◽  
Construal Level Theory ◽  
Moderating Effect ◽  
Construal Level ◽  
Shopping Orientation ◽  
Shopping Orientations ◽  
Construal Levels ◽  
The Relationship

AbstractSeveral studies in consumer behavior have focused on consumers’ shopping orientation in terms of hedonic and utilitarian shopping. The present research advances a different perspective examining hedonic and utilitarian shopping orientations with the theoretical lenses of construal-level theory. Results from two studies indicate that hedonism relates to higher and utilitarianism to lower construal levels (Study 1). Consequently, individuals tend to prefer desirability-related options when shopping hedonically, and feasibility-related options when shopping in a utilitarian way (Study 2). The findings further show a moderating effect of construal level on the relationship between shopping orientation and choice, consistent with construal-level theory.

The matching effect of anthropomorphized brand roles and product messaging on product attitude

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yuanqiong He ◽  
Qi Zhou ◽  
Shuojia Guo ◽  
Jie Xiong
Keyword(s):  
Boundary Conditions ◽  
Experimental Studies ◽  
Underlying Mechanism ◽  
Mediation Effect ◽  
Processing Fluency ◽  
Mechanism Study ◽  
Matching Effect ◽  
Content Type ◽  
Construal Levels ◽  
Peripheral Locus

PurposeThis study aims to investigate the construal congruence of anthropomorphized brand roles and product messaging and its underlying mechanism on consumers' product attitude.Design/methodology/approachFour experimental studies were conducted to test the hypotheses. Study 1 investigated the framing effect of anthropomorphized brand roles (servant vs partner) in consumers' minds. Study 2 examined the matching effect of anthropomorphized brand roles and product messaging on product attitude. 132 students were randomly assigned to a 2 (anthropomorphized roles: servant vs partner) × 2 (product messaging: higher-level construal vs lower-level construal) between-subject factorial design. Study 3 tested the mediation effect of processing fluency underlying the construal congruence mechanism. Study 4 replicated the results of study 3 and further examined the boundary conditions by introducing product innovation locus as a moderator. A total of 218 students were randomly assigned to a 2 (anthropomorphized role: servant vs partner) × 2 (product messaging: higher-level construal vs lower-level construal) × 2 (innovation locus: core innovation vs peripheral locus) between-subjects design experiment.FindingsThe results demonstrate that a construal match between product messaging and anthropomorphized brand roles –anthropomorphized “servant” with higher-level construal messaging and anthropomorphized “partner” with lower-level construal messaging – can positively influence consumers' attitude via enhanced processing fluency. Furthermore, this construal matching effect on product attitude is moderated by the innovation locus of the product.Practical implicationsThis study reveals that anthropomorphized brand roles with compatible product messaging in the associated construal levels lead to more favorable product attitudes. Furthermore, the matching effect of anthropomorphized brand roles and product messaging is stronger for products with peripheral innovation than with core innovation.Originality/valueOur study contributes to the literature in two ways. First, it provides new insights into the construal matching effect of anthropomorphized brand roles and product messaging. Second, it investigates the boundary conditions of the above-mentioned construal fit mechanism.

Explaining the Complex Effect of Construal Level on Moral and Political Attitudes

2020 ◽  
Vol 29 (2) ◽  
pp. 115-120
Author(s):  
Sinan Alper
Keyword(s):  
Political Attitudes ◽  
Core Values ◽  
Construal Level Theory ◽  
Thinking Styles ◽  
Construal Level ◽  
Complex Effect ◽  
Construal Levels ◽  
The Relationship

The literature on construal-level theory has provided a rich but complex set of findings regarding how abstract and concrete construals affect moral and political attitudes. One set of findings suggests that abstractness sharpens and polarizes moral and political judgments, whereas other findings suggest the opposite. In this article, I first review and explain both sets of findings. Second, I argue that it is possible to reconcile seemingly contradictory results by considering (a) the interpersonal variation in core values, (b) the confounding effects of utilitarian and deontological thinking styles, and (c) potentially different effects of different manipulations of abstractness. I conclude by arguing that consideration of these factors would resolve the complexity in the relationship between construal levels and moral and political attitudes.

scholarly journals The Effect of Participation Effort on CSR Participation Intention: The Moderating Role of Construal Level on Consumer Perception of Warm Glow and Perceived Costs

2019 ◽  
Vol 12 (1) ◽  
pp. 83
Author(s):  
Yunjeong Ahn ◽  
Jieun Lee
Keyword(s):  
Negative Impact ◽  
Positive Impact ◽  
Consumer Participation ◽  
Amazon Mechanical Turk ◽  
Future Research ◽  
Construal Level ◽  
Warm Glow ◽  
Contrast Analysis ◽  
Construal Levels ◽  
The Impact

Consumer participation typically reduces consumer skepticism and leads to a positive response to corporate social responsibility (CSR) activities. Although many companies are encouraging consumers to participate in CSR activities, there is still insufficient research on the effectiveness of this strategy. That is, prior studies do not provide guidelines on the effectiveness of requiring consumers to participate in CSR activities. We examine the impact of the required participation effort on CSR participation intention, focusing on the differences in consumers’ perception of a warm glow feeling and costs according to their construal level. For this study, 107 participants were recruited using Amazon Mechanical Turk. We tested hypotheses using a 2 (CSR participation effort) × 2 (construal level) between-subject analysis of variance (ANOVA), planned contrast analysis, and mediation analysis. The results indicate that for consumers with high construal levels who perceive participation efforts as warm glow, participation efforts have a positive impact on CSR participation intention. However, for those with low construal levels who perceive participation efforts as costs, high required efforts have a negative impact on their participation intention. Finally, we discuss the implications of these results, discuss the limitations, and suggest future research directions.

scholarly journals Do Athletes Imagine Being the Best, or Crossing the Finish Line First? A Mixed Methods Analysis of Construal Levels in Elite Athletes’ Spontaneous Imagery

2016 ◽  
Vol 13 (2) ◽  
pp. 216-241 ◽  
Author(s):  
Celina Kacperski ◽  
Roberto Ulloa ◽  
Craig Hall
Keyword(s):  
Mixed Methods ◽  
Mixed Methods Research ◽  
Phenomenological Study ◽  
Elite Athletes ◽  
Qualitative Interviews ◽  
Finish Line ◽  
Correction Technique ◽  
Sport Type ◽  
Spontaneous Imagery ◽  
Construal Levels

The purpose of this article is to illustrate data transformation in a mixed methods research phenomenological study, investigating how athletes use concrete and abstract spontaneous imagery in and around competition. To achieve this, we combined the application of co-occurring codes and numerical transformation in a novel way. A thematic analysis of qualitative interviews with 12 elite athletes identified concrete imagery to focus on strategy generation, error correction, technique, and preparation, and abstract imagery to focus on desirability, symbolic and verbal representations, and regulation of affect, arousal, and mastery. Statistical analysis identified that subjective effectiveness of imagery significantly differed for sport type (reactive/static) and competition times. Researchers wishing to apply statistical analyses to qualitative data are encouraged to employ our methodology.

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