Think and act globally, think and act locally: Cooperation depends on matching construal to action levels in social dilemmas

Abstract

The authors proposed and tested hypotheses that cooperation in social dilemmas depends on matching construal to action levels. Using a computerized resource dilemma that modeled fishing the oceans, when motives were framed at abstract levels, in terms of values (e.g., cooperation vs. competition), high construal levels produced more cooperativeness and competitiveness, respectively. Conversely, when motives were framed at concrete levels, in terms of actions (e.g., returning vs. taking), low construal levels produced more cooperativeness and competitiveness, respectively. Implications for integrating and extending research on construal levels in social dilemmas and increasing cooperation are discussed.