Seeing the Big Picture: The Effect of Height on the Level of Construal

DOI: 10.1509/jmr.12.0067 *Pankaj Aggarwal is Associate Professor of Marketing (e-mail: paggarwal@ rotman.utoronto.ca), and Min Zhao is Associate Professor of Marketing (email: [email protected]), Rotman School of Management, University of Toronto. Both authors contributed equally to this research. The authors acknowledge the insightful input of three anonymous JMR reviewers. In addition, the authors thank Ken Fujita, Jochim Hansen, Steve Hoeffler, Sam Maglio, Ann McGill, Chen-Bo Zhong, and participants of the marketing brown-bag seminar at University of Toronto and Hong Kong University of Science and Technology for their helpful comments. The authors gratefully acknowledge financial support from the Social Sciences and Humanities Research Council of Canada. Gita Johar served as associate editor for this article. PANKAJ AGGARWAL and MIN ZHAO*