Human morality entails a typical self-control dilemma in which one must conform to moral rules or socially desirable norms while exerting control over amoral, selfish impulses. Extant research regarding the connection between self-control and level of construal suggest that, compared with a low-level, concrete construal (highlighting means and resources, e.g., answering 'how' questions), a high...

The current study tested competing predictions regarding the effect of mortality salience on delay discounting. One prediction, based on evolutionary considerations, was that reminders of death increase the value of the present. Another prediction, based in part on construal level theory, was that reminders of death increase the value of the future. One-hundred eighteen participants thought abo...

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A series of four studies demonstrates that, across diVerent operationalizations of level of construal, diVerent types of activities, and for both the self and another person as targets, construing activities in high-level terms fosters perception of the more distal future as appropriate for their enactment. SpeciWcally, the studies show that thinking about superordinate “why” (rather than subor...

According to politeness theory (P. Brown & S. Levinson, 1987), politeness serves to both reflect and regulate social distance. On the basis of this notion and on construal level theory (N. Liberman & Y. Trope, 2008; N. Liberman, Y. Trope, & E. Stephan, 2007), it was predicted that politeness would be related to abstract construal, temporal distance, and spatial distance. Eight studies supported...

Growing evidence from online credibility research reveals that online users rely on heuristic processes to evaluate the credibility of online information. The current paper, which is based on the construal level theory (CLT), proposes that congruency between the psychological distance of a stimulus and the way it is mentally construed can act as a heuristic for believability. According to CLT, ...

Abstract The purpose of this study is to explore the effect purchase context on relative importance drivers online review helpfulness and also psychological process behind it. This will help management team retailers create a better ranking system that considers context. Based theory helpful behavior, we propose review-helpfulness driven by characteristics such as diagnosticity vicarious expres...

The current research investigates how and why consumers’ construal levels and the appeals framed either by gains or losses jointly influence persuasion. The findings across four experiments indicate that matching high-level construals with gain frames and low-level construals with loss frames leads to a) higher intentions to engage in cholesterol lowering behavior (experiment 1), b) more favora...