High-level Construals Research Articles

Is something out of reach more attractive? The effectiveness of visual distance in computational advertising.

With the development of mobile Internet technology, firms need to complete the entire process of consumer targeting, ad content generation, and ad display in a very short time window. Therefore, computational advertising, such as native ads on social media platforms, has become the mainstream of online advertising with its automation and personalization features. However, computational advertising faces some problems when using artificial intelligence technology to generate content. First, the images should have a significant enough impact on consumers and be easy to adjust to save computational power at the same time; second, the iteration of the computational advertising system relies on consumer behaviors or advertising effectiveness, and firms need to learn the relationship between ad design and consumer behaviors. Under the above two problems, this paper selects visual distance as the main variable, and images can be adjusted by cropping to save computational power. This paper incorporates image design and ad effectiveness metrics into the construal level theory framework, under which the effectiveness metrics can be quickly determined. Following previous studies, we use click-through rate (CTR) to represent the early stage of the sales funnel and a higher construal level and CVR (conversion rate) to represent the later stage of the sales funnel and a lower construal level. Therefore, visually distant images bring distant psychological distance or higher construal level, which can get higher CTR; visually proximate images bring near psychological distance or lower construal level, which can bring higher CVR. These findings suggest that firms can improve the efficiency of their advertising systems and gain more revenue by understanding consumer psychological states.

A construal level view of contemporary heritage tourism

Psychological distance is “a subjective experience that something is close or far away from the self, here, and now” (Trope & Liberman 2010, p. 440). This research investigates heritage tourism from the perspective of Construal Level theory, which postulates that individuals mentally represent objects and events by adopting either low or high construal levels. We show that heritage tourism leads tourists to adopt a higher psychological distance and therefore a higher construal level. In turn, this higher construal negatively affects destination loyalty and perceived uniqueness. However, authenticity and engagement moderate the heritage–construal relationship, counterbalancing the higher psychological distance induced by heritage. We explore these relationships in two studies focusing on contemporary heritage sites. This further allows to compare visitors’ mental representations of the experience, based on their memory type. The paper concludes by addressing implications for theory and practice.

The effects of mixed emotional appeals in leveraging paradox brands

This research examines the concept of paradox brands – that is, brands with contradictory brand personality associations (e.g., rugged yet sophisticated) – and explores how to increase favorable evaluations of such brands using specific emotional appeals. In this regard, important life events such as graduation or memories of a grandmother can elicit the mixed emotions of happiness and sadness at the same time. This research reports three experimental studies conducted in different markets (the U.S. and the UK) that demonstrate mixed emotional appeals (sadness and happiness) are more persuasive than positive emotional appeals (happiness) for enhancing favorable consumer evaluations of paradox brands. This is because experiencing mixed emotions increases cognitive flexibility. Further, the effect of mixed emotional appeals is attenuated at high construal levels. This research offers meaningful theoretical and practical implications to the literatures on brand personality and mixed emotions by highlighting the potential of mixed emotions for promoting paradox brands.

Win Big with Small: The Influence of Organic Food Packaging Size on Purchase Intention.

People pay much attention to food and health issues, more so these days. Organic food brings its own “organic” aura as soon as it is produced. Despite the many studies on organic food packaging at present, they mainly focus on packaging design, materials, and colors and pay less attention to packaging size. In view of this gap in the literature, this study explores the influence of organic food packaging size on consumer purchase intention. This article conducted two experiments with 755 participants to examine the effect of organic food packaging size on purchase intention. The results show that the packaging size of organic food has a significant influence on consumer purchase intention. Specifically, the small size of organic food packaging (vs. large) can improve consumer purchase intention, and the green perceived value plays an intermediary role (Study 1). In addition, the consumers’ construal level moderates the influence of organic food packaging size on their purchase intention. For consumers with a high construal level, the small size of organic food packaging (vs. large) can improve their purchase intention. For consumers with a low construal level, large packaging size (vs. small) of organic food can improve their purchase intention (Study 2). This study reveals the psychological mechanism and boundary conditions of organic food packaging size on consumer purchase intention and provides practical enlightenment for enterprises in formulating the size of organic food packaging.

High construal level enhances perceived self-control capacity in intrinsic but not extrinsic goals

Construal level theory suggests that individuals with high construal level may experience greater self-control than those with low construal level when pursuing their goals. In the current research, we examined whether this effect would be moderated by goal content (i.e., intrinsic vs. extrinsic goals). Three studies adopting different designs revealed that construal level was positively associated with perceived self-control capacity only when individuals were pursuing relatively intrinsic (vs. extrinsic) goals. Moreover, Study 2 also showed that increased self-control capacity positively predicted goal attainment one week later. The current research extends previous work on construal level and sheds new light on the effective pursuit of goals.

The role of threat-based awe and construal level in charitable advertising

PurposeThis study aims to investigate how charitable advertising effectiveness in response to threat-based awe, an emotional response that typically arises in the presence of natural disasters, is likely to depend on the construal level.Design/methodology/approachThree experimental studies were conducted to examine the positive and negative effects of threat-based awe on charitable advertising effectiveness. Further, the moderating role of construal level was tested and the underlying mechanisms established.FindingsConsumers who experience a high (vs low) level of threat-based awe donate more when evaluating a disaster-relief advertisement processed at a high construal level (e.g. when an advertisement is framed as a “why” message) but donate less when evaluating a disaster-relief advertisement processed at a low construal level (e.g. when an advertisement is framed as a “how” message). Further, the authors established two distinct mechanisms underlying these divergent effects. At a high construal level, consumers are driven by concern for others, whereas at a low construal level, consumers are driven by feelings of powerlessness.Research limitations/implicationsThe present research contributes to the literature on how emotions influence charitable advertising effectiveness by establishing the divergent effects of threat-based awe and the moderating role of construal level.Practical implicationsThis paper offers managerial implications for nonprofits and charities in developing effective charitable advertising strategies in the context of natural disaster-relief campaigns.Originality/valueThe present research provides a novel perspective on when and why threat-based awe, a unique emotion arising in the case of natural disasters, can lead to positive or negative effects on charitable advertising effectiveness.

Risk sensitivity mediates the relationship between construal level and ethical decision making

Although researchers have proposed that construal level has a substantive impact on decision making in ethical scenarios, the internal mechanism underlying this relationship is yet to be fully explored. Drawing on construal level theory and risk sensitivity theory, we conducted two ethical dilemma experiments to test the mediating role of risk sensitivity in the relationship between construal level and ethical decision making. In Study 1 we found that individuals with a high (vs. low) construal level were more likely to intend to behave ethically. In Study 2 we tested the mediating effect of risk sensitivity in this relationship. Individuals with a high (vs. low) construal level demonstrated lower risk preference and were sensitive to the change in level of risk, which resulted in decisions for behaviors that were more ethical. Conversely, individuals with a low construal level focused more on short-term interests and showed insensitivity to risk level, resulting in self-interested and unethical decisions. The practical and theoretical implications of the findings are discussed.

Getting to the Root of Things: The Role of Epistemic Motivation and Construal Levels in Strategic Problem Formulation

When formulating strategic problems, managers and executives routinely overlook relevant causes. This oversight, in turn, compromises the effectiveness of solutions and strategies. To illuminate the factors determining the success of problem formulation, we develop a model of the individual-level drivers of problem formulation comprehensiveness—the number of nonredundant and relevant causes to a problem that individuals identify. Specifically, we theorize that epistemic motivation—the desire to learn and hold well-informed views of the world—is an important driver of comprehensiveness. Furthermore, we suggest that high construal levels—an abstract thinking style—enhance the benefits of epistemic motivation because they direct individual information processing away from the symptoms of a problem toward its underlying causes. We test this interaction model in two experimental studies involving Chinese top executives and university students in the United States. The results of our two studies are consistent with our theoretical model. High construal levels strengthen the effect of epistemic motivation, resulting in greater comprehensiveness of problem formulation. We discuss the implications of our work for theory and practice.Supplemental Material: The online appendix is available at https://doi.org/10.1287/stsc.2022.0155 .

The sequence of manipulation matters: Abstract thinking offsets ego-depletion when induced before, but not after a depleting task

Based on theoretical and empirical studies dealing with the facilitation and inhibiting effects of different psychic distances (low vs. high construal-level), we tested if the exhibition of self-control under a high construal-level is a more efficient and less resource exhausting mode, compared to the exhibition of self-control under a low construal level. Prior studies already showed that the execution of self-control results in a lower construal-level and a high construal-level has facilitating effects on self-control. We expand upon these studies by: 1. operationalizing the whole process of ego-depletion through two sequential self-control tasks, 2. combining one ego-depletion and one construal-level manipulation in a 2 by 2 design and 3. varying the sequence of manipulations. In Experiment 1, we examined how the manipulation of the participants before and after being depleted, affects the self-control performance in a final task. In Experiment 2, we re-tested the offset of ego-depletion on another self-control measurement, with the condition of a high construal-level manipulated first. In Experiment 1 the ego-depletion effect remained existent when the construal-level was manipulated after the execution of self-control in a stroop test, but it was offset, when the construal-level was manipulated before the stoop test. Drawing on measurements of the perceived available self-control resources in Experiment 2, we were able to rule out an alternative approach, explaining similar results by an attentional shift towards reduced resources under low construal-level.

A Cross-Sectional Study of University Nursing Students Construal Level and Core Values in Learning English as Foreign Language in Taiwan

Professional nursing core values are important for nursing education and clinical practice. Among the core values, communication is a crucial one, and learning languages is especially beneficial to this skill. However, core values in learning a language are rarely discussed in the field. This study attempts to explore the core values perceived by university nursing students when learning English as a foreign language. A cross-sectional survey of students’ construal levels and perceptions of their core values was designed. Two instruments of Behavior Identification Form and English Learning Construal Scale were used to collect data. Descriptive statistics and content analysis were conducted to analyze quantitative and qualitative data respectively. In total, 200 participants were randomly recruited from a nursing university in Taiwan. The results show the BIF (M = 15.02; SD = 4.02) corresponded to the previous research, although the scores implied an improvement opportunity. Four themes—career development, university studies, self-responsibly, and personal well-beings—were illustrated, and 13 codes of core values of learning English were further categorized. An alternative perspective of high vs. low construal levels was suggested to view the professional core values. Teaching implications were then discussed.

Inside the technology showroom: Sequence of technology demonstrations and willingness to collaborate

AbstractTo support their open innovation strategy, many research technology organizations (RTOs) demonstrate their mature and emerging technologies in showrooms. However, little is known about how RTOs should showcase their technologies to attract new R&D partners. Drawing on construal level theory, we propose that the right order of technology demonstrations depends on the visitors’ level of technical expertise. An empirical field experiment of 139 showroom visitors at the CEA Tech showroom, a world‐leading French technology showroom for micro‐technologies supports our theorizing. Visitors with little technical expertise are most willing to collaborate when they feel creatively inspired. This is likely to happen when visitors see emerging technologies before mature ones because it elicits a high construal level. In contrast, visitors with high technical expertise are more willing to collaborate when they perceive complementary resources. This is likely to occur when the demonstrations alternate between emerging and mature technologies because it elicits construal level shifts. We discuss the study's theoretical and practical implications for outbound open innovation and construal level theory.

Emotional Cues’ Effects on Grotesque Advertising

A growing literature is examining the potential of grotesque advertising. The aim of this study is to examine whether curiosity or boredom cues in a grotesque advertisement are more effective at enhancing brand attitude and how this effect is moderated by consumers’ construal level. Across three experimental studies, this research shows that a curiosity cue will be more effective among consumers with a high construal level, whereas a boredom cue will be more effective among consumers with a low construal level (Study 1 and an ancillary study, Study 2). Further, perceived fit (based on construal level) mediates these effects (Study 2). This study thus offers a fresh theoretical viewpoint on the efficacy of emotional advertising cues in enhancing consumer evaluations of grotesque advertising by investigating the moderating role of consumers’ construal level. These findings benefit marketers in developing effective advertising strategies featuring grotesque imagery.

Detecting regime shifts: the role of construal levels on system neglect

ABSTRACT Decision-makers overreact to noisy signals and underestimate base rates when predicting regime shift due to system neglect. Based on Construal Level (CL) Theory, I posit that a high CL reduces overreactions in stable and high-noise environments but exacerbates underreactions in unstable and low-noise environments relative to individuals with low CLs. My experimental results support this hypothesis, demonstrating that the interaction between individuals’ mindsets and signals’ properties systematically impact over and underreactions when detecting regime shifts.

Are social and traditional entrepreneurial intentions really that different?

PurposeBuilding on construal level theory (CLT), this study explores mental representations of entrepreneurial intentions (EIs) with different foci (i.e. social and commercial) among university students from Generations Y and Z.Design/methodology/approachUsing a sample of university students from the United States contacted through the Entrepreneurship Education Project, this study employs a configurational perspective—fuzzy-set qualitative comparative analysis (fsQCA)—to identify the pathways leading to EIs and social entrepreneurial intentions (SEIs).FindingsResults show that the configurations of conditions leading to the outcomes (EI and SEI) are not disparate but share far more similarities even when considering socially oriented antecedents, supporting the claim that students perceive both EIs with different foci as high-level construals. The results also demonstrate no differences within gender, but there are asymmetries between gender in the configurations leading to EI and SEI.Research limitations/implicationsThis study contributes to EI literature by providing new insights into understanding how individuals perceive EIs at an early stage of entrepreneurship and by bringing CLT to the EI literature.Practical implicationsThese results have implications for entrepreneurship education and practice, as it recognizes that students' EIs are psychologically distant, lacking a level of detail and specificity. This would explain why students do not immediately create ventures, but that entrepreneurship has a certain incubation time to create an entrepreneurial mindset.Originality/valueExploring the configurational approaches can help to uncover the complexity and idiosyncrasies underlying EIs.

CSR ads matter to luxury fashion brands: a construal level approach to understand Gen Z consumers' eWOM on social media

PurposeThe purpose of this study is to examine the interaction effect of perceived psychological distance toward the luxury brand and construal level of the CSR ad content on young consumers' perceptions toward the CSR ad (i.e. ad-brand congruency and perceived trust on CSR ad). This study also investigates the mediation effects of ad-brand congruency and trust on electronic word-of-mouth (eWOM) intention on social media.Design/methodology/approachA two (low vs great psychological distance) by two (low vs high construal level) between-subjects experimental study is conducted with samples of social media users (n = 570) in the United States. Participants were randomly assigned to view one of the four CSR ads and instructed to respond to questions in the survey. The proposed hypotheses are tested using moderated serial mediation.FindingsThe interaction between psychological distance and construal level significantly influences ad-brand congruency. When participants view detailed information content (i.e. low construal level) with an accessible luxury brand (i.e. low psychological distance) in the CSR ad, they are more likely to perceive the ad is congruent with the brand compared to the CSR ad with abstract information content. There is no difference in ad-brand congruency for the aspiration luxury brand according to different content (i.e. low vs great construal level). Importantly, however, for both brands, the results reveal dual roles of the ad-brand congruency which increases eWOM intention directly and indirectly through trust. Findings confirm serial mediation effects of ad-brand congruency and CSR trust on the eWOM intention on social media.Originality/valueBy uncovering the interaction effect of psychological distance and construal level on ad-brand congruency, this study implicates how luxury fashion brands need to differently create CSR ad content. Our findings confirm dual ways of information processing that lead to positive engagement (i.e. eWOM) on social media, particularly among young consumers.

How does money phrasing influence intention to donate: The role of construal level and fit

AbstractCharitable causes and monetary donation requests are two indispensable components of fundraising messages. A wealth of research focused on the effect of charitable cause phrasing on donation. However, few researchers explored the phrasing of monetary donation requests associated. Since past research suggested that different money phrasing could activate different construal levels, we propose that if the construal levels activated by charitable cause and money phrasing are aligned (misaligned), charitable giving intentions and amount may increase (decrease). In a series of six studies, we adopt various manipulations of charitable cause phrasing and monetary donation request phrasing, examine different donation targets, and measure donation intentions and amount. We verified the proposed fit effect that if participants encountered low construal level charitable causes, they would engage in higher donation intentions when the monetary donation request phrasing triggers a concrete mindset (i.e., a specific amount of money with specific usage) rather than an abstract mindset (i.e., a specific amount of money), while if they encountered high construal level charitable causes, this impact reversed.

The Effects of Competence and Warmth Appeals on Luxury and Sustainable Brand Advertising: The Moderating Role of Construal Level

This research examines how warmth and competence advertising can be effectively utilized in luxury and sustainable brand advertising. Across four experimental studies, this research shows diametrically opposite “match-up” effects between advertising appeals and construal levels for luxury and sustainable brands. For a luxury brand, consumers show favorable evaluations when a warmth (competence) appeal is combined with a high (low) construal level. In contrast, for a sustainable brand, consumers show favorable evaluations when a competence (warmth) appeal is combined with a high (low) construal level. Further, these match-up effects are mediated by two distinct mechanisms: brand admiration (a high construal level) and processing fluency (a low construal level). Theoretical and managerial implications from these findings are discussed.

The Importance of Consumer Engagement In Brand Heritage Advertising

Consumers mentally construe the world around themselves by adopting either low or high construal levels. The construal level they adopt affects how psychologically close (low) or far (high) they perceive objects to be, ultimately affecting how they evaluate what they see, including brands and products. Practitioners should be aware that advertising can induce the adoption of a specific construal level, as through the use of abstract or concrete language. The current research showed that brand heritage advertising affects the construal level, influencing consumers’ sense of psychological closeness to the brand. By triggering high construal levels (distancing the consumer from the brand), heritage advertising can reduce brand uniqueness and willingness to pay more, unless the brand actively engages with the consumer.

Is the devil in the details? Construal-level effects on perceived usefulness of online reviews for experience services

Abstract Prior to purchase decision-making in regard to experience services in electronic commerce, consumers tend to check the reviews for the intended purchase online. Realizing the importance of online word-of-mouth marketing, online retailers offer a bonus to motivate consumers to write reviews. While great attention is paid to the reviewers, few efforts are exerted in regard to the readers of the reviews. Focusing on the mindsets of readers in their perception process, our research explores the impact of online reviews from the perspective of construal level theory. We find that, even for the same review, readers with a high (vs. low) construal level report more perceived concreteness and thus more perceived usefulness. Furthermore, this result is moderated by valence (positive reviews vs. negative reviews) and specificity (attribute-based reviews vs. benefit-based reviews) of reviews. Our findings make theoretical contributions to the literature on construal-level theory and word-of-mouth in electronic commerce, and provide managerial implication for online platforms and service merchants.

Moving on or deciding to let go? A pathway exploring the relationship between emotional and decisional forgiveness and intentional forgetting.

We report 3 empirical studies that represent the first systematic attempt to explore the relationship between emotional and decisional forgiveness and intentional forgetting. On this basis, we propose a model that provides a credible explanation for the relationship between forgiveness and forgetting. Specifically, we propose that engaging in emotional forgiveness promotes the psychological distancing of an offense, such that victims construe the offense at a higher and more abstract level. This high-level construal, in turn, promotes larger intentional forgetting effects, which, in turn, promote increased emotional forgiveness. Our studies found that participants in an emotional forgiveness manipulation reported increased psychological distance and recalled more high-level construals than did participants in either a decisional or no-forgiveness manipulation (Study 1). Using the list-method directed forgetting paradigm, we found that participants in an emotional forgiveness manipulation showed larger forgetting effects for both offense-relevant and -irrelevant information using both hypothetical (Study 2) and real-life (Study 3) moral transgressions compared with participants in either decisional or no-forgiveness manipulations. The potential implications of these findings for coping with unpleasant episodes in our lives are considered. (PsycInfo Database Record (c) 2021 APA, all rights reserved).