High-level Construals Research Articles

The Effect of Combinations of Task Relevance and Message Components on Construal Level and Purchase Intent: An Experimental Study on Female Students

We conducted two experiments to determine how the combination of task relevance, loss framing, and psychological distance affects changes in construal level, emotion intensity, and purchase intent. Experiment 1 investigated how construal level fit between the loss and proximal frames affected emotion intensity and purchase intention for skin beauty items among 217 female students in their 20s using the construal matching hypothesis (CMH). Experiment 2 examined how changes in construal level caused by the combination of task relevance and loss framing affect purchase intention among 41 female students in their 20s. We discovered that combining the loss and proximal frames boosted the emotional intensity of worry and raised purchase intention for low-concept marketed products. Meanwhile, the loss frame message produced a high construal level through self-affirmation in individuals with high task relevance, lowering purchase intention for advertising that emphasized tangible facts. We provide an in-depth discussion of the implications and limitations of our findings, as well as future research prospects.

Out of sight, out of mind: How high-level construals can decrease the ethical framing of risk-mitigating behavior.

Organizational failures often cause significant harm to employees, the organization itself, and the environment. Investigations of failures consistently highlight how key employees behaved in (perhaps unintentionally) unethical ways that de-prioritized safety, such as investing fewer resources in safety (vs. other priorities) over time. Drawing on these investigations, we suggest a previously underexplored theme could explain why organizational failures persist and why employees did not "see" the potential for their behaviors to cause harm to others: Employees were distanced from where the harm eventually occurred, either in terms of space (e.g., being located miles away from the job site) or time (e.g., making decisions that would not have impacts for months or years). We use construal level theory to investigate how the way employees construe where work occurs-defined as work context construal-influences perceptions of harm and the ethical framing of risk-mitigating behaviors. We hypothesize that high-level (abstract) work context construals (vs. low-level, concrete ones) reduce perceptions of potential harm which, in turn, leads to framing risk-mitigating behaviors as less of an ethical obligation. Six studies-a correlational survey of aviation employees (Study 1), field experiments with offshore drilling employees (Study 2A) and health care workers (Study 2B), a preregistered experiment with nurses (Study 3), and two supplemental studies (Studies 4A/B)-support our hypotheses. We discuss implications of this research for understanding organizational failures, particularly in a world where technology increasingly enables employees to monitor complex and high-risk work occurring many miles away, or on the other side of the world. (PsycInfo Database Record (c) 2024 APA, all rights reserved).

Virtual expatriate assignments and host country national support: The role of higher-level construals in social categorization processes

Although extant research on expatriate management has explored the drivers of host country nationals’ (HCNs’) support for expatriates in traditional physical work environments, there is limited understanding in the context of virtual expatriate assignments. This necessitates further theorizing that departs from the presupposition that HCNs and expatriates interact physically. It integrates the particularities of working virtually to understand if and how the virtual context affects the provision of HCN support for expatriates, and whether related social categorization and identification processes work differently as part of virtual assignments. We draw on social identity and construal level theory and develop a conceptual model explaining the emergence of three types of HCN support that virtual assignees can receive, i.e., emotional support, appraisal support, and informational job support. We focus on the interplay between social categorization mechanisms and higher-level construals and, thus, more interpersonal neutrality and social disengagement originating from the virtual work context. We contribute by deriving a set of propositions that outlines the varied consequences of performing the expatriate job role virtually, with a particular focus on the provision of different types of support for expatriates by HCN co-workers.

Inter-firm alliance portfolio distance and the partners’ preferences for the distal governance modes to manage endogenous uncertainty in the biotechnology sector

Inter-firm alliances play a pivotal role in the swiftly evolving high-tech landscape, yet they often introduce uncertainty, especially when partners have varying degrees of asymmetry. This study explores the dynamics of such alliances, focusing on endogenous uncertainty (technology and partner-specific) over external factors (culture and institutions). We investigate whether the alliance portfolio distance between partners aligns with distal governance modes, which refers to the continuity from the upfront payment mode to equity investments on the timeline. Furthermore, does the investor’s comparative position influence this alignment between construed uncertainty and governance modes? Drawing on Construal Level Theory (CLT), inter-partner distance corresponds to high-level construal in distal governance modes, while proximity aligns with low-level construal in proximal modes. The analysis includes 13,000 biotechnology sector alliance events across 1,700 firms in 29 countries over a decade. Findings reveal a shift in governance mode preferences from the concrete and proximal (upfront) to abstract and distal (equity), touching milestones and licensing in the middle. The investor’s lead in the alliance portfolio asymmetry further strengthens the preference for abstract modes in the distal and high abstract construal levels. This study advances CLT as a framework, offers an integrated approach, and highlights a preference for high-value tech collaborations despite increased cost and risk over temporal and abstract governance conditions.

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.

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.

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.

Social presence and psychological distance: A construal level account for online distance learning

Online distance learning presents unique psychosocial characteristics due to the inherent distance between learners. Social presence –the sense of being with others– is key to mitigating this distance. However, our understanding of social presence remains limited, despite its potential to reduce social isolation and cultivate a conducive social space in online education. A gap in our understanding relates to how social presence aligns with more general accounts of interpersonal representations under conditions of psychological distance, as presented in Construal Level Theory. We conducted a vignette-based experiment (N = 194) to examine how psychological distance in online learning affects the mental construal level of a hypothetical partner and, thus, social presence perceptions. Findings suggest that increased psychological distance leads to higher-level construals, resulting in a perception of conversation partners as non-descript and homogenous. Importantly, this affects social presence perceptions, with certain nuances. These findings can inform novel approaches to enhance social presence in online learning.

Role of behavioural abstraction (vs concrete) levels in accepting health technologies

Purpose While attempting to persuade surgeons to accept their health technology, sales representatives for medical devices face daily challenges in the operating room. Surgeons exhibit cognitive complexity (abstractness vs. concreteness) when accepting any form of health technology. Surgeons choose technologies on behalf of their patients, taking patient priorities and expectations into account. Prior research has focused on cognitive complexity in the context of health technology adoption, but the issue of technology acceptance has not been addressed. The purpose of this study to use the construal level (CL) theory to determine the role of behavioural abstraction levels in the acceptance of surgical health technology. Design/methodology/approach On the basis of 556 min of seminar-based data and semi-directive interviews, the surgeons’ experiences regarding the acceptance of health technology were analysed. A non-directive observational method was used to permit the spontaneous emergence of CL dimensions in a natural environment. A categorization model was used for data coding, and MAXQDA, in addition to traditional multidimensional scaling and hierarchical cluster analysis, was used to generate results with joint displays. Findings Effort expectancy, learning curve, performance risk, habit, patient clinical condition, clinical outcome expectancy, technology setting and social influence were construed at a low construal level (LCL). On the other hand, patient paying capacity, technology cost, price value, financial risk and patient performance expectation were construed at a high construal level (HCL). The study also reveals duality-based factors which showed proximity to HCL but intersected at LCL, and vice versa. Duality-based factors such as effort expectancy, surgical technique, trust and perceived risk intersected at HCL, whereas performance expectancy, relative advantage, time expectancy, perceived value, physical risk and peer group influence intersected at LCL. Originality/value This is one of the early studies that presented the impact of behavioural abstraction on behavioural intention to accept health technology for surgeries.

Wearing different hats enriches "outside the box" thinking: Examining the relationship between personal life activity breadth and creativity at work.

People wear many salient hats across the different parts of their lives and recent advances in the work-life literature have called attention to the necessary addition of personal life activities to be studied as a unique facet of nonwork to better understand interrole relationships. We therefore draw on enrichment theory to examine why and when employees' participation in personal life activities can positively influence creativity at work through nonwork cognitive developmental resources. Moreover, by integrating insights from construal level theory, this research sheds new light on the ways people think about their personal life activities as playing a discernible role in how people can generate and/or apply resources from their activities. Results of two multiwave studies revealed that people who tend to engage in a greater breadth of personal life activities can gain nonwork cognitive developmental resources (i.e., skills, knowledge, and perspectives) that, in turn, enhance their creativity at work. Personal life construal level also moderated the resource generation stage of enrichment, but not resource application to work; people who adopted lower construal level (i.e., more concretely: how they do activities) were more likely to generate cognitive developmental resources from their participation in personal life activities versus those with higher construal level (i.e., more abstractly: why they do activities). This research meets at the convergence of real-world trends on parallel "work" and "nonwork" sides of the interface as well as offers novel and nuanced theoretical insights into instrumental personal life-to-work enrichment processes which can benefit employees and organizations alike. (PsycInfo Database Record (c) 2023 APA, all rights reserved).

Emotional Appraisal, Psychological Distance and Construal Level: Implications for Cognitive Reappraisal

Construal-level theory emphasizes that representing events at greater spatial, temporal, social, or hypothetical distance results in processing information at high construal levels (more conceptual, abstract). We posit that psychological distance and construal level are somewhat separable constructs, and can have different effects on emotion, and therefore, emotion regulation. We argue that psychological distance influences emotional appraisal, such that increasing distance results in lower emotion intensity, which can be leveraged to down-regulate emotions. However, we consider construal level a mindset, which can occur with either high or low psychological distance. Furthermore, we argue that compared with psychological distance, construal level has a more nuanced relationship with emotion, and changing construal level for the purpose of changing emotion also requires considering the construal level of one's emotion-regulation goals.

How construal–regulatory mode fit increases social media sharing

AbstractHow can social media managers engage consumers to share posts with others? Extending regulatory mode theory, we demonstrate that high construal levels enable the integration of regulatory mode complementarity orientations, resulting in engagement and shares. Regulatory mode complementarity refers to the combination of high assessment (i.e., the motivation to “be right” by critically evaluating options) and high locomotion (i.e., the motivation to “act” by moving toward a goal). Specifically, this research proposes that an abstract (vs. concrete) construal allows these two orientations to work together, resulting in regulatory fit. Three text analysis field studies on marketer‐ and consumer‐generated Facebook and Twitter posts show that construal–regulatory mode fit increases social media sharing. Three follow‐up studies then show generalizability, establish causality, and demonstrate the role of engagement as the underlying mechanism driving the fit effect.

Beliefs about abstraction: Low-level and high-level construal signal different lay theories.

Construal level theory identifies abstraction as the key process that guides the pursuit of distant goals and expands the scope of regulation beyond the here and now (Liberman & Trope, 2008; Trope et al., 2021). While low-level (concrete) construals are concrete representations that foster a narrow view on the immediate circumstances and allow people to focus on a small subset of concerns, high-level (abstract) construals enable people to consider variability and change by taking more distant targets into account. In the present research, we investigate how people associate construal level with lay theories and, in particular, how this association manifests in the inferences they draw about others. In line with predictions, results across eight experiments (N = 1,110) show that people associate high-level construal with growth theories and low-level construal with fixed theories. Moreover, Studies 4 and 5 demonstrate that construal level can selectively influence a candidate's employability, depending on the hiring company's organizational mindset. Overall, this research points out the importance of investigating people's beliefs about abstraction, as it highlights how low-level and high-level construals can communicate distinct traits, characteristics, or intentions to peers. (PsycInfo Database Record (c) 2022 APA, all rights reserved).

Close your eyes and open your mind: how closed eyes affect evaluations of utilitarian and hedonic advertising appeals

PurposeDrawing on embodied cognition and construal level theory perspectives in marketing literature, the purpose of this study is to propose that closed eyes make events appear distant and increase high-level construal and abstract processing, whereas opened eyes make events appear near and increase low-level construal and concrete processing. The authors further argue that high (low) construal level induced by closed (open) eyes increases favoritism toward utilitarian (hedonic) appeals.Design/methodology/approachDrawing on embodied cognition and construal level theory, the authors conduct three studies to investigate how consumers form varying distance perceptions and attitudes toward advertising appeals depending on whether they open or close their eyes while contemplating the messages. In Study 1, the authors tested the effects of an advertisement featuring utilitarian versus hedonic appeals in a food waste reduction campaign. In Study 2, the authors tested the effects of an advertisement stressing utilitarian versus hedonic aspects of a brand of travel products. In Study 3, the authors tested the effects of an advertisement for hotel reward products depending on consumption motivations.FindingsThe studies support the hypothesis by showing that when individuals close their eyes, they form abstract processing styles (high-level construal), perceive events as more distant and increase preferences for utilitarian advertising appeals; when they open their eyes, they form concrete processing styles (low-level construal), perceive events as nearer and indicate preferences for hedonic advertising appeals.Originality/valueThe novel insight of this study shows how bodily sensations may affect various types of hedonic and utilitarian advertising appeals. This study contributes to the embodied cognition and construal level literature, but the contribution of this study is particularly important for marketers and advertisers in that the authors show interactions between open or closed eyes, hedonic or utilitarian product aspects and processing styles.

Hard to decide? The effect of imagery perspective and construal level on decision difficulty

AbstractThis research designed three experiments to investigate the mechanism of how imagery perspective influences decision difficulty, which increases consumers' willingness to postpone making choices based on the construal level. Studies 1, 2, and 3 demonstrated that imagining from the actor's perspective lowers one's construal level, and thus leads to greater decision difficulty and willingness to postpone making choices. In comparison, those taking the observer perspective represent things at higher construal levels and have less difficulty making decisions or willingness to postpone making choices. Moreover, the derived results showed the need for cognition to moderate the relationship between imagery perspective and construal level. The findings herein extended the physical buying situation to online consumption, providing implications for marketers to further explore consumer behavior.

Construal level among poor children: Executive function implications.

Poverty impedes children's executive function (EF). Therefore, it is necessary to mitigate the negative effect of poverty by developing efficient interventions to improve poor children's cognitive function. In three studies, we examined whether high-level construals can improve EF among poor children in China. In Study 1, we observed a positive relationship between family socioeconomic status and children's EF, which was moderated by construal level (n=206; Mage =9.71; 45.6% girls). In Study 2a, we experimentally induced high- versus low-level construals and found that poor children with high-level construals exhibited better EF than those with low-level construals (n=65; Mage =11.32; 47.7% girls). However, the same intervention did not affect the performance of affluent children in Study 2b (n=63; Mage =10.54; 54% girls). Moreover, we found that the interventional effects of high-level construals improved the ability of children living in poverty to make healthy decisions and delayed gratification in Study 3 (n=74; Mage =11.10; 45.9% girls). These findings may have implications for using high-level construals as an effective intervention to improve poor children's EF and cognitive capacity.

Distance-construal relationship: Mediating role of perceived control and moderating role of locus of control.

The construal level theory (CLT) has been supported and applied widely in social psychology. Yet, what remains unclear is the mechanism behind it. The authors extend the current literature by hypothesizing that perceived control mediates and locus of control (LOC) moderates the effect of psychological distance on the construal level. Four experimental studies were conducted. The results indicate that individuals perceive low (vs. high) situational control from a psychological distance (vs. proximity), and the resultant control perception influences their motivation in control pursuit, producing a high (vs. low) construal level. Moreover, LOC (i.e., one's chronic control belief) affects an individual's motivation to pursue control and yields a reversal of distance-construal relationship under external (vs. internal) LOC as a result. Overall, this research first identifies perceived control as a closer predictor of construal level, and the findings are expected to help with influencing human behavior by facilitating individuals' construal level via control-related constructs.

Highs and the Lows of Construal Level Theory in the Community Rule from the Dead Sea Scrolls

This article applies Construal Level Theory (CLT) on the ancient Jewish text the Community Rule (1QS), from the Dead Sea Scrolls. CLT, a theory developed within social and cognitive psychology, operates with the association between mental construals (high- or low-level) and psychological distance (spatial, temporal, social, or hypothetical). CLT proposes that the human mind’s ability to traverse the “here-and-now” is dependent on the interaction between levels of construal and psychological distance. High-level construals are abstract, general, and superordinate representations of things (i.e. the why, the end-state), while low-level construals are concrete, specific, and subordinate representations (i.e. the how, the means). Reading 1QS through the lens of CLT reveals one possible way in which this ancient text strives to persuade its potential recipients to act according to its ultimate goal by combining different modes of expression.

Research on the Influence of User and Graphic–Text Combined Icon Construal Level Fitting on Visual Cognition

Based on the individual traits of the user’s construal level differences, this study examines the visual cognition differences of graphic–text combined icon concreteness in the interface between users with high and low construal levels. We classified four types of graphic–text combined icons, which are as follows: concrete graphic + concrete text (Ci + Ct), concrete graphic + abstract text (Ci + At), abstract graphic + concrete text (Ai + Ct), and abstract graphic + abstract text (Ai + At). According to the behavioral experiment results, there is no visual cognitive difference between the two types of traits users in Ci + Ct. In terms of Ci + At and Ai + Ct, the visual cognitive performance of high construal level users is slightly better than that of low construal level users. In Ai + At, there are obvious visual cognitive differences between the two types of users. Visual cognitive fluency plays a mediating role in response time and matching rates of the two types of users. Based on the construal level perspective, this study considers the visual cognitive differences based on the user’s stable traits. It provides a certain reference for the graphic–text combined icons’ design in the adaptive human–computer interaction interface.

Intangible Benefactors and the Contribution of Construal Level and Attitude Accessibility in Predicting Gratitude and Expansive Emotions

We tested whether manipulating construal level would change the experience of gratitude or other expansive emotions (gratitude, awe, compassion) and negative emotions. We also examined whether construal level was correlated with the type of gratitude benefactor that participants spontaneously listed, focusing especially on God and non-theistic intangible benefactors compared to tangible human benefactors. We manipulated construal level in 265 U.S.-based CloudResearch participants to test preregistered hypotheses that high-level construals would elicit more examples of gratitude toward intangible benefactors and increase expansive emotions. We conducted additional exploratory analyses, investigating whether attitude accessibility of God as a benefactor was correlated with increases in expansive emotions. High construal level manipulation was associated with more frequently listing non-theistic intangible benefactors. Further, trait construal level predicted expansive emotions. Additionally, attitude accessibility of God as a benefactor was positively related to expansive emotions. We discuss future research possibilities to differentiate between gratitude toward tangible and intangible benefactors and the use of attitude accessibility as an implicit measure of benefactor importance.