Construal Level Research Articles

Descriptive or injunctive? The effect of sustainable normative appeals and advertising orientations on environmentally responsible consumption behavior in a collective action perspective

This research investigates the relationship between sustainable normative appeals and advertising orientations on environmentally responsible consumption behavior from a collective action perspective. It is based on attribution theory and construal level theory. The research, which involved four studies (N = 951), found that a descriptive appeal is appropriate for a product-oriented advertisement, and an injunctive appeal is suitable for a cause-oriented advertisement. The match between sustainable normative appeals and advertising orientations encourages caring and responsibility attribution, leading to environmentally responsible consumption behavior. Collective goal attributes also moderated the interaction effect, especially in the abstract collective goal, and only caring mediated the interaction between descriptive appeal and product-oriented advertisement on behavior. This study provides a new perspective and advertising strategies that can be applied to corporate sustainability marketing.

Who should the spotlight be on? The interactive effects of celebrity endorser type and destination personality

Celebrity endorsements are becoming a popular destination marketing strategy. However, most existing studies focus on the effect of real celebrity endorsers and less on virtual celebrity endorsers. Applying construal level theory, this study examined the interaction between celebrity endorser type (real celebrity vs. virtual celebrity) and destination personality (sincere vs. exciting). Results across three scenario-based experiments indicated an interaction effect between celebrity endorser type and destination personality, and tourists’ perceived fit contributes to a mediating role in this process. Specifically, when a sincere destination adopts a real celebrity endorser and an exciting destination uses a virtual celebrity endorser, tourists will generate a higher perceived fit and more favorable attitude toward the destination. This study helps expand the research perspective and theoretical framework on celebrity endorsement in tourism and provides managerial implications for selecting suitable endorsers for destinations with different personalities.

Exploring the social diffusion effects of green consumption: Evidence from green innovative products

In the context of mobile internet, the social diffusion effect of green consumption behavior becomes increasingly pronounced. This study, originating from the perspective of green consumption and grounded in the diffusion of innovation theory, constructs a model to analyze the impact of green consumption behavior on information-sharing behavior. The experience sampling method was utilized to collect 898 valid paired data points from 169 consumers, and Multilevel Structural Equation Modeling was applied to test the proposed model. The findings indicate a positive influence of green consumption behavior on information-sharing behavior, with perceived novelty and usefulness serving as mediators in this relationship. Moreover, the construal level moderates the impact of green consumption behavior on perceived novelty and usefulness. Further, at a high construal level, green consumption behavior enhances information-sharing behavior via its effect on perceived novelty, whereas at a low construal level, it does so through its impact on perceived usefulness.

Step back in time! A construal level perspective on advertisements using brand longevity cues

Step back in time! A construal level perspective on advertisements using brand longevity cues

Mentor or partner: Matching effect of para-social interaction and product type on purchase intention in live-streaming commerce

Live-streaming commerce differs from traditional e-commerce by bringing consumers and sellers closer together, enhancing the perception of para-social interaction through real-time interactivity. Based on para-social interaction theory, this study proposed two types of para-social interaction: mentor-oriented and partner-oriented. And explored the impact of para-social interaction and product type on purchase intention, mediated by trust. Additionally, this research examined the moderating influence of individual construal level, in combination with the construal level theory. The results of three scenario experiments showed that mentor-oriented para-social interaction promotes purchase intention more than partner-oriented para-social interaction when purchasing utilitarian products. However, partner-oriented para-social interaction promotes purchase intention more than mentor-oriented para-social interaction in the purchase decision of hedonic products. In addition, the construal level moderates the matching impact of para-social interaction and products type on purchase intention. Studying from para-social interaction type perspective, this paper provided insights into the research of consumption behavior in the field of live-streaming commerce and marketing.

Graphic or short video? The influence mechanism of UGC types on consumers' purchase intention—Take Xiaohongshu as an example

This study explores the effect of user-generated content (UGC) on consumer behavior and investigates how different types of UGC affect consumer purchase intention. The research model was constructed based on media richness theory (MRT), dual coding theory (DCT), and construal level theory (CLT), with the social media and e-commerce platform, Xiaohongshu, serving as the research object. Through five experiments, this study investigates the effect of graphic and short video UGC on consumer purchase intention and explores the mediating effects of perceived psychological distance and perceived value as well as the moderating roles of different UGC creators and experiential disclosure. The findings reveal that short video UGC generates a stronger purchase intention than graphic UGC, and that perceived value acts as a mediator between the type of UGC and purchase intention. Perceived psychological distance mediates the type of UGC and perceived value. Additionally, the type of UGC creator and disclosure of experiential information influence consumer purchase decisions across different contexts. These findings enrich our understanding of the conditions under which the type of UGC affects purchase intention. Our research contributes theoretically to our understanding of how UGC influences consumer purchase intention and, practically, by offering insights for e-commerce development.

Why Is My Team Wearing Rainbow Jerseys? Exploring Effects of DEI Messages on Sports Fans’ Responses

The current research explores the impact of fans’ team identification on their emotional responses towards diversity, equity and inclusion (DEI) initiatives by sporting organisations. Using the theoretical lens of Construal Level Theory (CLT), two experimental studies were conducted in Australia ( n = 386) and the US ( n = 402) to understand how fans’ level of team identification and the framing of communication by sporting organisations influence their emotional responses. The findings suggest that fans with low levels of team identification are more likely to feel disgust towards abstract reasoning for DEI initiatives and are more likely to abandon their support for the team. In contrast, fans with high levels of team identification were less likely to feel disgust and less likely to abandon their support for the team. These results have important implications for both theory and practice. Theoretical implications of this research suggest that CLT can provide a useful framework for understanding the emotional responses of fans towards DEI initiatives. The findings also support previous research suggesting team identification is an important predictor of fan behaviour. Practical implications of this research suggest that sports marketers and organisations should carefully consider their communication strategies when promoting DEI initiatives.

Customers’ online service encounter satisfaction with chatbots: interaction effects of language style and decision-making journey stage

PurposeThis study aims to examine the interaction effects of chatbots’ language style and customers’ decision-making journey stage on customer’s service encounter satisfaction and the mediating role of customer perception of emotional support and informational support using the construal level theory and social support theory as conceptual frameworks.Design/methodology/approachThis study used a scenario-based experiment with a 2 (chatbot’s language style: abstract language vs concrete language) × 2 (decision-making journey stage: informational stage vs transactional stage) between-subjects design.FindingsFindings show that during the informational stage, chatbots that use abstract language style exert a strong influence on service encounter satisfaction through emotional support. During the transactional stage, chatbots that use concrete language style exert a strong impact on service encounter satisfaction through informational support.Practical implicationsFindings provide some suggestions for improving customer–chatbot interaction quality during online service encounters.Originality/valueThis study offers a novel perspective on customer interaction experience with chatbots by investigating the chatbot’s language styles at different decision-making journey stages.

Shaping patient perceptions with healthcare supply chain transparency

AbstractHealthcare professionals continually face pressure for increased transparency in their supply chains (SCs). This research examines how healthcare SC information disclosures and physician operations influence patient perceptions (i.e., satisfaction with physicians and attitude toward healthcare service providers). Evidence from prior research might not be applicable in the healthcare context because of intense regulations and safety concerns. Moreover, previous studies have mostly adopted an internal, operational perspective. By contrast, we provide healthcare professionals with guidance on how to maximize patient perceptions. Anchoring on signaling theory and construal level theory of psychological distance, we examine whether and how the disclosed information in a healthcare context influences patients' perceptions with two vignette‐based studies. In contrast with literature on SC transparency, we do not find a main effect of SC disclosures in healthcare. Instead, the effects depend on the content disclosed. We find that spatial and temporal distances of the healthcare SC significantly influence patients' perceptions. Furthermore, a three‐way interaction shows that by strategically disclosing manufacturing and distribution information, especially when these occur close to the patient's home country, and incorporating service recovery actions, such as closer follow‐ups, professionals can maximize patient perception outcomes.

How and when effective customer journeys drive brand loyalty: the role of consumer-brand identification

PurposeEffective customer journey design (ECJD) is considered a key variable in customer experience management and an essential source of brand meaning and pro-brand behavior. Although previous research has confirmed its importance for driving brand attitudes and loyalty, the role of consumer-brand identification as a social identity-based influence in this relationship has not yet been discussed. Drawing on construal level and social identity theories, this paper aims to investigate whether effective journeys and the resulting overall journey experience are equally powerful in driving brand loyalty among customers with different levels of consumer-brand identification.Design/methodology/approachThe present article develops and tests a research model using data from the European and US service sectors (N = 1,454) to investigate how and when ECJD affects service brand loyalty.FindingsAcross two cultural contexts, four service industries and 33 service brands, the results reveal that ECJD is a crucial driver of service brand loyalty for customers with low consumer-brand identification. Moreover, the findings show that different aspects of journey effectiveness positively impact the valence of customers’ experience related to those journeys – a process that is ultimately decisive for their brand loyalty.Originality/valueThis study is unique because it generates theoretical and practical knowledge by combining the literature streams of customer journey design, customer experience and branding. Furthermore, this work demonstrates that consumer-brand identification is a critical boundary condition to be considered in the relationship between ECJD and brand loyalty in services.

Influence of time metaphor and destination image proximity on tourist responses

Travelers may use two common time metaphors to describe their upcoming vacations. The first is the time-moving metaphor, expressed as “the vacation is approaching us,” and the second is the ego-moving metaphor, conveyed through “we are approaching the vacation.” Drawing from construal level theory, this research establishes that the choice of time metaphor can impact the attractiveness of destination images. Three scenario-based experimental studies suggest that using a time-moving (ego-moving) metaphor along with a “close-up” (“long-shot”) destination image generates more positive tourist response. Processing fluency, which reflects the ease of information processing, has been identified as an explanatory mechanism for the generation of these effects. Practical implications of these findings are also discussed.

Effect of advertisement focus on donation intention

ABSTRACT This study examined whether different types of focus in donation advertisements affected potential donors’ mental imagery fluency and donation intention. Construal level theory was employed in the research framework to explore how fundraising period and advertisement focus (process or outcome) affect consumers’ mental imagery fluency and donation intention. Participants recruited from a marketing research company panel were asked to read process- or outcome-focused donation advertisements and answer questionnaires. The mental imagery of some participants was assessed in a product design scenario. This study revealed that consumers’ construal level was likely to affect their mental imagery fluency in terms of imagining how raised funds are used; this in turn affected their donation intention. Furthermore, individuals’ imagination visual mental imagery affected their donation intention. This study fills a gap in the literature related to advertisement focus and provides a valuable reference for those designing advertising campaigns for charitable organizations.

Avatars in live streaming commerce: The influence of anthropomorphism on consumers' willingness to accept virtual live streamers

Although companies are investing more in avatars to improve interactivity and engage their customers better, the effectiveness of avatars in online markets needs more evidences. This study explores the influence mechanism of anthropomorphism on consumers' willingness to accept virtual live streamers, grounded in social identity theory and construal levels theory. Three research hypotheses were formulated and tested through an online scenario experiment employing a 2 (high anthropomorphism vs. low anthropomorphism) and 2 (utilitarian products vs. hedonic products) between-subjects design (N = 214). The results reveal that anthropomorphism positively influences consumers' willingness to accept virtual live streamers. This effect is mediated through the chain mediation effects of psychological distance and trust (effect = 0.181, 95% confidence interval = [0.075, 0.299]). Additionally, product type serves as a moderator in this process. Specifically, the mediation is significant for utilitarian products (effect = 0.410, 95% confidence interval = [0.203, 0.604]) but not for hedonic products (effect = 0.102, 95% confidence interval = [-0.106, 0.310]). These findings contribute to understanding the effectiveness of avatar marketing in live streaming commerce, specifically consumers' willingness to accept virtual live streamers, and enrich the literature on anthropomorphism in online marketplaces. Furthermore, they assist live streaming commerce operators in developing effective anthropomorphism strategies to enhance the utilization efficiency of virtual live streamers.

Reducing the cognitive abstractness of climate change through an “engineering fiction” learning experience: A natural language processing study

The lackluster societal response to the climate crisis is partially attributed to the abstractness of people's mental construals of climate change given its vast spatial and temporal dimensions, which fail to evoke urgency to act. Prior efforts to measure mental construal levels of climate change are inconsistent, insufficient, and labor-intensive. This study developed and implemented learning experiences for integrating engineering design and climate fiction writing to engage 48 high school students in concrete climate change thinking. A novel measure of cognitive abstractness overcomes previous methodological shortcomings by automatically quantifying the linguistic abstractness of participant-authored stories using natural language processing. Comparing participant stories written at the beginning and end of the intervention reveals a significant decrease in linguistic abstractness (Cohen's d = 1.01, p = 0.03). This study contributes to the nascent movement for greater use of narratives as data sources in environmental psychology research, which may uncover new insights into human behavior and decision making.

부정적 온라인리뷰 의미속성 유형(사실성 vs. 평가성)이 소비자 구매의도에 미치는 차별적 영향: 판매자댓글 콘텐츠 유형(정보성 vs. 공감성) 및 해석수준(고해석수준 vs. 저해석수준)의 조절효과를 중심으로*

부정적 온라인리뷰 의미속성 유형(사실성 vs. 평가성)이 소비자 구매의도에 미치는 차별적 영향: 판매자댓글 콘텐츠 유형(정보성 vs. 공감성) 및 해석수준(고해석수준 vs. 저해석수준)의 조절효과를 중심으로*

Mandatory policies and willingness to separate waste: a construal level perspective

Mandating policies about waste separation is essential for solving the urban waste crisis. To clarify the impact of mandatory policies on residents’ willingness to separate waste, based on Construal Level Theory, this study constructed a mechanism model for the impact of mandatory policies on residents’ willingness to separate waste and analyzed the role of perceived cost and perceived benefit. The model was validated using a questionnaire survey of 1,370 urban residents via hierarchical regression analysis and the bootstrap method. Results corroborate that construal level moderates the relationship between mandatory policy and willingness to separate waste. Specifically, when individuals use a high construal level, mandatory policies have a positive effect on their willingness (b = 0.481) and this relationship is mediated by perceived benefits. In contrast, when individuals use a low construal level, mandatory policies have a negative effect on their willingness (b = −0.358) and this relationship is mediated by perceived costs.

A Part of, or Apart from, Me?: Linking Dynamic Founder-Venture Identity Relationships to New Venture Strategy

Based on a three-year inductive field study of first-time founders, we reveal the dynamic identity relationships that tie founders to their ventures: what such relationships comprise, how they evolve over time, and with what strategic implications for the development of new businesses. Specifically, we found that such relationships comprise both identification and construals, which capture the degree to which founders saw their ventures as self-defining and founder-venture psychological distance. Construals, and shifts in construals over time, were critical in explaining how entrepreneurs handled venture-related challenges, as well as how they strategically (re)focused their ventures in terms of scope, whether by diversifying or specializing. By explaining these dynamics, we contribute to research on entrepreneurial identity as well as to construal level theory. In addition, as we distinguish construals from identification, we highlight the importance of construals for understanding identity relationships beyond entrepreneurship. Supplemental Material: The online appendix is available at https://doi.org/10.1287/orsc.2021.15271 .

Temporal Distance, Message Framing, and Consideration of Future Consequences: Parents’ Willingness to Vaccinate Children Aged 5–11 Against COVID-19

ABSTRACT Based on the construal level theory (CLT), this experiment employed a 2 (message framing: gain vs. loss) × 2 (temporal framing: proximal vs. distal) × 2 (consideration of future consequences: low vs. high) between-subjects factorial design. Parents (N = 409) of 5- to 11-year-old children in the United States from a pool of candidates pre-screened by Qualtrics participated in this study. Results indicated that parents with high CFC-Future were more receptive to messages advocating getting their children vaccinated against COVID-19. Parents with high CFC-Future reported higher risk perception in response to the proximal messages compared to the distal messages. For parents focusing on more distant outcomes, proximal messages generated more positive attitude and greater intention compared to distal messages in the loss-framed condition. The difference was not significant in the gain-framed condition. Theoretical and practical implications were discussed. Limitations and directions for future research were outlined.

That I can wait: The effect of promotion framing on consumer preferences

Sales managers often struggle to create effective combinations of promotion framing and promotion reward timing. However, whether gain-framing (vs. loss-reduction framing) promotions are better suited to be combined with immediate or delayed promotions remains an open question. In three studies, we show that the gain (vs. loss-reduction) framing of promotion information activates a high (vs. low) construal level, which leads to a higher preference for delayed (vs. immediate) promotions. We also find that time perception moderates the proposed effect. Specifically, consumers with time-overestimating (vs. time-underestimating) perception are more likely to choose immediate (delayed) promotions when they are at a low (high) construal level. Our findings provide insights for marketers and retailers that consumers would like to wait for a higher reward in a longer horizon under the gain promotion frame, while they prefer an immediate reward even if the benefit is much lower under the loss-reduction promotion frame.

The effect of social proximity, attribution, and guilt on accepting dysfunctional customer behavior

AbstractThis study examines how construal levels affect the acceptability of dysfunctional customer behavior following service failure in restaurants. Across three experimental studies with online panel respondents (n = 555), we found that consumers feeling psychologically close to service providers are less likely to deem deviant actions acceptable. This stems from the trust they place in socially close service providers and their perceptions of failure controllability. Additionally, anticipated guilt plays a pivotal role in reducing the acceptability of dysfunctional behavior, particularly when seen as opportunistic. Our findings have implications for both academics and managers in understanding and addressing customer behavior post-service failures.