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Torr, Stuart. "Construal level theory and mathematics education." Master's thesis, University of Cape Town, 2013. http://hdl.handle.net/11427/9132.
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Includes bibliographical references.A common complaint of mathematics students is that mathematics is highly abstract. Students often find it difficult to attach meaning to the mathematical concepts they are expected to master. In addition to coming to grips with the abstract nature of the subject, mathematical proficiency requires engagement at a more concrete level. Students must be able to perform step by step algorithmic procedures, detailed algebraic manipulations and master new symbol systems. Mathematical competence often requires thinking at high and low levels of abstraction almost simultaneously and this creates a tension which lies at the core of mathematics education. This tension has been addressed in the literature on procedural versus conceptual approaches to mathematics education and in the literature on cognitive and metacognitive mathematical demands. Construal level theory, and to a lesser extent dual process theory, are theories in cognitive and social psychology which provide a lens through which the difficulties of reasoning at multiple levels of abstraction can be viewed. Construal level theory posits that thinking about psychologically distant objects influences the extent to which we view possibly unrelated objects abstractly or concretely. Psychological distance and abstract thought are cognitively linked together and make up Far Mode thinking. Psychological proximity and concrete thinking are intrinsically linked together to form Near Mode thinking. It is argued that construal level theory forms a useful framework for interpreting much mathematics education research as well as helping to explain the difficulties students experience in implementing problem solving heuristic strategies. Evidence is presented suggesting that priming mathematics students to adopt either a Near or Far mental mode has an impact on their performance in solving conceptually challenging mathematical problems.
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Roberts, Joseph C. "Construal level and prospective self-control." The Ohio State University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=osu1313595518.
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Strongheart, D. H., Florence Obison, and Fabio Bordoni. "Applying Construal Level Theory to Communication Strategies for Participatory Sustainable Development." Thesis, Blekinge Tekniska Högskola, Sektionen för ingenjörsvetenskap, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-2835.
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To the vast majority of people, the terms “sustainability” and “sustainable development” are unfamiliar, and, when they are recognized, there is still a great deal of interpretability as to their significance. Since no consensus exists regarding these terms, communication efforts to promote action and awareness among citizens must invariably “frame” the issue of sustainable development in one way or another. By and large, most communication strategies promote small private-sphere actions relevant to patterns of consumption. While these small actions are helpful, participatory, collective, public-sphere activism towards sustainability is much more potent and desirable. In attempting to engage this type of participatory action, communicators must understand the psychological barriers that are likely to confront their efforts. Communication professionals recognize that one such barrier, that of perceived, or, psychological distance, from issues of non-sustainability is especially pernicious. This paper attempts to apply Construal Level Theory (CLT), which provides “an account of how psychological distance influences individuals’ thoughts and behavior” (Trope et al. 2007) to the design of communication strategies for participatory sustainable development. After providing a thorough review of CLT, the authors examine the many ways that the theory can contribute to the design of communication strategies for participatory sustainable development.
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Wright, Scott A. "Using Construal level Theory to Deter the Social Desirability Bias." University of Cincinnati / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1336413019.
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Bruchmann, Kathryn Irene Gaetz. "Exploring the implications of construal level for social comparison theory." Diss., University of Iowa, 2013. https://ir.uiowa.edu/etd/1555.
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This dissertation examines the relationship between two social psychological theories: Social Comparison Theory (Festinger, 1954) and Construal Level Theory (Liberman & Trope, 1998). More specifically, this research assesses how a person's level of mental abstraction (i.e., construal level) might influence the way social comparison information from individuals or aggregates is used to form self-evaluations. Typically, comparison information from individuals (versus information about aggregates) is given disproportionate weight when forming self-evaluations; in other words, there is a "local" (i.e., individual) dominance effect in the utilization of social comparison information (e.g., Zell & Alicke, 2010). It is predicted that with greater mental abstraction (i.e., higher construal level), this tendency will be reversed, and instead comparison information from aggregates will be relied upon more when evaluating the self. In other words, abstract mindsets (versus concrete mindsets) should result in a "global" (i.e., aggregate) dominance effect in the weighting of social comparison information.
Six studies examine the influence of construal level on the use of aggregate versus individual social comparison information. Two pilot studies provide initial evidence that abstract mindsets lead to a global dominance effect. The generalizability of these effects is tested by providing comparison feedback on different tasks (Study 1 and Study 4), testing the influence of different construal mindset manipulations (Study 2), as well as manipulating the psychological distance (an antecedent of construal level; e.g., Trope and Liberman, 2003) of social comparison targets (Studies 3 - 4). Additionally, the relative weighting of individual versus aggregate comparison targets is directly tested by comparing self-evaluations with only aggregate comparison information, and with both aggregate and individual comparison information (Study 2 and Study 4).
Results across all studies indicate that while social comparisons with better off or worse off targets typically result in robust effects, evidence of local dominance and effects of construal manipulations are much more subtle. Theoretical implications for Social Comparison Theory and Construal Level Theory and practical implications are discussed.
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Lyytikäinen, Maria. "(Bort)förklaringar till varför reflexer inte används : Ålder, kön och Construal Level Theory." Thesis, Mälardalens högskola, Akademin för hälsa, vård och välfärd, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-19238.
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Genom att använda reflex kan gångtrafikanten i mörkret upptäckas 100 meter tidigare av bilisten. Ändå används de inte. CLT rör hur mentala konstruktioner formas och hur individen rör sig mellan psykologiska distanser på abstrakta eller konkreta nivåer. Kognitiv dissonans innebär att beteenden ligger i konflikt vilket leder till obehag som behöver reduceras. En enkätundersökning med 120 deltagare genomfördes med syftet att se om individer inomhus i dagsljus förklarade sin frånvaro av reflexer abstrakt medan individer utomhus i mörker förklarade konkret. Resultatet visade inget stöd för detta men däremot att män hade en tendens att förklara sig mer abstrakt än kvinnor samtidigt som de använde reflexer mer sällan och ansåg dem vara mindre viktiga för säkerheten. Resultatdiskussionen gällde om frågorna i indelningarna av abstrakt och konkret är alltför olika. Dessutom diskuteras om den psykologiska distansen var för liten eller om kön avgör mer för typ av förklaring än miljön.
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Carnevale, Jessica Jane. "The Impact of Individual Differences in Distance-Construal Associations on Self-Control." The Ohio State University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=osu1308082178.
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Kim, Young Kyu. "Age-related differences in construal level theory: implications for product concept testing." Diss., University of Iowa, 2018. https://ir.uiowa.edu/etd/6449.
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This research seeks to advance our understanding about potential sources of error arising from key decisions when conducting new product concept tests. My particular focus is on research design decisions including respondent selection (younger vs. older), information type (attribute vs. benefit) and presentation format (verbal vs. visual) and how their decisions influence respondents’ evaluations of new product concepts during concept tests. Importantly, I draw on construal level theory (CLT) to demonstrate that decisions in these three areas influence respondents’ reactions to new product concepts in an interactive rather than independent manner.
A key implication is that design decisions in concept testing lead to acceptance and rejection of product concepts independent of the inherent characteristics of the concepts themselves. Therefore, this research identifies potential sources of error not yet identified in the marketing literature. Furthermore, I provide prescriptions for overcoming the identified limitations. For example, I draw on CLT to explain challenges older respondents face when evaluating “attribute only” concept statements. The findings in this research suggest thst when product managers conduct “attribute only” product concept tests with older adults, they should consider the inclusion of design factors such as images and instructions that promote a more concrete processing style.
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Jalali, Marjan S. "Attenuating Consumer Reactance to Threatening Messages: The Moderating Role of Construal Level." Thesis, The University of Sydney, 2011. http://hdl.handle.net/2123/8072.
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While many persuasive communications tend to be perceived as increasing consumer choice, others, such as public service announcements, more or less forcefully restrict that choice. This research examines the effects of threats to freedom on receptivity to message information, as a function of the level of construal at which the message is processed. The findings indicate that consumers are more open to high threat message information at high (vs. low) levels of construal, and this pattern holds when construal level is manipulated via message wording (study one) or is non-consciously primed prior to message exposure (study two). Also, the results point to the level of detail at which the message is considered, and the resulting use of persuasion knowledge, as the underlying reason for this pattern of results (study three). Specifically, at high levels of detail (i.e. low construal) there is a greater use of persuasion knowledge and lower information receptivity in face of high threat to freedom messages. At low level of detail (high construal), by contrast, persuasion knowledge use is lower and receptivity to information in freedom threatening messages higher.
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Simonovic, Nicolle. "Effects of Construal Framing on Responses to Ambiguous Health Information." Kent State University / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=kent1594927308547261.
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Sasota, Jo A. "Construal-moderated automatic associations between temptations and goals." Columbus, Ohio : Ohio State University, 2008. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1211402656.
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Reich, Sabine [Verfasser], and Peter [Akademischer Betreuer] Vorderer. "A construal level theory approach to health media effects / Sabine Reich. Betreuer: Peter Vorderer." Mannheim : Universitätsbibliothek Mannheim, 2015. http://d-nb.info/1106854675/34.
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Kim, Hyunji. "Construal level theory and economic decision making : psychological distance as a de-biasing tool." Thesis, University of Cambridge, 2014. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.708212.
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Darwent, Katherine M. "Individual Differences in Travel Across Psychological Distances." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1343680514.
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Pearce, Keith. "The Ripple Effects of Prioritizing Personal Excellence or Pleasure: Impacts on the Surrounding World." Thesis, Université d'Ottawa / University of Ottawa, 2017. http://hdl.handle.net/10393/36828.
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Previous research has looked at how two dominant approaches to pursuing the good life – eudaimonia (pursuit of growth, excellence, authenticity) and hedonia (pursuit of pleasure, comfort) relate to benefits for the self. This thesis looked beyond personal well-being and investigated how eudaimonic and hedonic orientations relate to benefits beyond the self and broader scope of concern. Manuscript 1 assessed the link between eudaimonic and hedonic orientations and self-reported and observational prosocial behaviour, self-focused and other focused values, as well as time perspectives and abstract thinking. Manuscript 2 explored the association between eudaimonic and hedonic orientations and hindering social behaviours, and
helping under various circumstances. Next, Manuscript 3 examined reasons for engaging in prosocial behaviours, including self-focused and other-focused motives. Lastly, Manuscript 4 went beyond self-report measures by studying the distinction between eudaimonic and hedonic orientations on reactions to pictures depicting human/animal/nature happiness/health and suffering/degradation based on self-report affect and empathy, facial expressions, and psychophysiological measures (skin conductance and heart rate). Manuscript 1 showed that eudaimonic orientation related to a broader focus, including scope of concern (i.e., a wider variety of prosocial behaviours, prosocial values), a balanced time perspective (present and future focus) and abstract mindset (i.e., high-level construal), while hedonic orientation tended to be more narrowly focused on the self and present moment. Manuscript 2 revealed that eudaimonic orientation related positively to helping under abstract and costly situations, and negatively with hindering social behaviours; hedonic orientation was related to negative impacts beyond the self. Manuscript 3 showed that eudaimonic orientation was a balance of helping to benefit both the self and others, while hedonic orientation was primarily related to helping for personal benefits. Manuscript 4 showed that eudaimonic orientation related to greater self-report joy and suffering beyond the self (relative to hedonia), while findings for facial expressions and psychophysiological responses were inconclusive. This research provides a unique contribution to the well-being literature by investigating the impacts that eudaimonic and hedonic orientations have on society using a comprehensive array of self-report questionnaires and a novel picture paradigm. Limitations of the present research include that most studies were based on self-report which can produce social desirability bias, and that the studies were correlational which limits casual inferences about the findings. Future research would benefit from experimental studies assessing the link between eudaimonia and hedonia and broad scope of concern.
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Lee, Hyojin. "The Effect of Black-and-White versus Color Imagery on Consumer Behavior: A Construal Level Theory Approach." The Ohio State University, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=osu1461160672.
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O'Connor, James. "An Experiment on the Effect of Construal Level and Small Wins Framing on Environmental Sustainability Goal Commitment." Digital Archive @ GSU, 2012. http://digitalarchive.gsu.edu/bus_admin_diss/5.
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Companies are under increasing pressure from every category of stakeholder, from government and community to supply chain and consumer, to improve the environmental sustainability of their operations, products and services. To be most successful with environmental sustainability improvement initiatives, a company must have the commitment and effort of its employees. The purpose of this research is to study the effect of the company’s approach to the initiative on the level of employee commitment to the company’s environmental sustainability goals.
This research was conducted with a two-factor, factorial experiment. The experimental factors were construal level and small wins framing. Each of these factors had two levels, creating a 2x2 design with four treatment level combinations. A third study factor was environmental concern. Four other variables, goal difficulty, perceived organizational efficacy, gender and age, were included in the model as control variables. The dependent variable was goal commitment. Approximately 150 participants were recruited for the experiment and randomly assigned to one of the four fixed, treatment combinations. Hierarchical regression was used to estimate the factors’ main and interaction effects, as well as the significance of the control variables.
Neither of the two manipulated variables, construal level and small wins, was found to have a significant main effect on goal commitment. There were, however, significant interactions between environmental concern and construal level, and between environmental concern and small wins framing, on goal commitment. At high levels of environmental concern, the effects of construal level and small wins were as hypothesized, but at low levels of environmental concern, the effects of construal level and small wins were opposite of what was expected. Additionally, both organizational efficacy and gender were found to significantly affect one’s goal commitment.
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Isabella, Giuliana. "Hedonic and utilitarian purchases and construal level theory in the perception of justice and price fairness: behavioral and physiological perspectives." Universidade de São Paulo, 2015. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-30092015-111840/.
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Consumers make purchasing decisions every day. Among their purchases, consumers shop for hedonic and utilitarian products. In general, hedonic consumption is related to fun, pleasure, excitement, fantasy, experimental situations, or sensual pleasure. On the other hand, utilitarian consumption is related to instrumental and functional needs or products. Studies in psychology have shown that the information processes used to understand words and pictures are different. Since marketing researchers employ both types of stimuli, it is necessary to test how different stimuli can influence consumer behavior. Therefore, this study verified the influence of hedonic and utilitarian purchases and presentation types (pictures versus words) on consumers\' perceptions of justice and price fairness based on anger as a mediators and construal level theory. Because discriminatory pricing is a widely employed market practice, it was used the price changing (increasing or decreasing) contexts in the studies to manipulate perception of justice and price fairness. Based on that, ten hypotheses were developed and divided into sub items, which were tested with behavioral or physiological studies. The physiological data were collected by an electrocardiogram, electrodermal, and electromyography. The data analyses were done with analyses of variance (ANOVA), analyses of covariance (ANCOVA), and generalized estimation equations (GEE). The main result was that in picture presentations (low construal level), when consumers pay more than others to purchase utilitarian products, they perceive the situation as less just and more price unfairness compared to when the product is hedonic. In a word presentation (high construal level), the perceptions of justice, price fairness, perception of value, and the intention to repurchase are lower with the presentation of utilitarian products compared to hedonic products. In terms of physiological analyses, attention, arousal, and valence were tested to compare the product and presentation types. This study is relevant to marketing theory, as many academics utilize words and pictures as stimuli, but few address the differences due to representation types. By studying different products, such as hedonic and utilitarian, and using consumers\' affective and rational properties, it was found that the anger evoked in consumers by products are mediators in price fairness perception. This dissertation also contributes to understanding product evaluations in post-purchase situations, as opposed to during the choice process, which is found in the literature most often. For practitioners, this study makes important contributions by showing that the way a product is exposed (with words or pictures) influences the perception of justice when consumers realize that discriminatory pricing is being practiced.Os consumidores tomam decisões de compra frequentemente, envolvendo produtos hedônicos e utilitários. Em geral, o consumo hedonista está relacionado com diversão, prazer, excitação, fantasia, prazer sensitivo até mesmo experienciar a compra. Por outro lado, o consumo utilitário está relacionado com as necessidades ou produtos instrumentais e funcionais. Estudos em psicologia têm mostrado que os processos de captação das informações para o entendimento das palavras e imagens são diferentes. Já que os pesquisadores de marketing empregam os dois tipos de estímulos em seus estudos, é importante testar como as diferentes formas de estímulos podem influenciar o comportamento do consumidor. Desta forma, esta dissertação buscou verificar a influência de diferentes formas de apresentação dos produtos (por figuras e palavras) hedônicos e utilitários na percepção de justiça e na justiça de preços, e seu mediador (raiva) com base na teoria de construal level quando existe uma mudança de preço pago pelo consumidor. Como preços discriminatórios é uma prática amplamente utilizada no mercado, é relevante entender como os consumidores percebem e reagem em situações de mudança (aumento ou diminuição) de preços. Com base neste contexto, dez hipóteses com subitens foram desenvolvidas. Estas foram testadas por meio de estudos comportamentais ou fisiológicos. Os dados fisiológicos foram coletados por meio de eletrocardiograma, condutância da pele e eletromiografia. As análises de dados foram realizadas com análise de variância (ANOVA), análise de covariância (ANCOVA), e equações de estimação generalizadas (GEE). Os principais resultados desse estudo foram que quando o estímulo foi a apresentação de produtos por figura (baixo nível de interpretação), e quando os consumidores pagaram mais que outras pessoas, em compras de produtos utilitários, eles perceberam a situação como menos justa e o preço mais injusto quando comparados a compras de produtos hedônicos. Entretanto, em apresentações de produtos por palavras (alto nível de interpretação), a percepção de justiça, de justiça de preço, percepção de valor e de intenção de recompra foram menores quando os produtos eram utilitários comparados aos produtos hedônicos. Em relação às análises fisiológicas, foram testados os produtos e a forma de apresentação quanto a sua atenção, excitação e valência. Ao estudar os diferentes tipos de compra hedônicas e utilitárias e as propriedades afetivas e cognitivas dessa compra, verificou-se que a raiva evocadas pelos consumidores na situação de preço mais elevado é um mediador da percepção de justiça de preço. Esta dissertação contribui para a compreensão das avaliações de produtos em situações de pós-venda, ao contrário da maioria dos estudos da literatura que focam no processo de escolha de um produto. Para o mercado, este estudo faz importantes contribuições ao mostrar que a forma como o produto é exposto (com palavras ou imagens) influencia na percepção de justiça quando os consumidores percebem que preços discriminatórios estão sendo praticados.
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Valenti, Greta Rachel. "Considering Roads Taken and Not Taken: How Psychological Distance Impacts the Framing of Choice Events." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1337369615.
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Branch, Jared. "Testing the Abstractedness Account of Base-Rate Neglect, and the Representativeness Heuristic, Using Psychological Distance." Bowling Green State University / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1490023670757555.
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Wilcox, Shelby. "The Influence of Social Distance and Attitudes on Processing Health Messages about Electronic Cigarettes on Social Media." The Ohio State University, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=osu1561759035574032.
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Lin-Stephens, Serene Yu-Chen. "An Empirical Investigation of Narrative Competency: Effects of an Image-based Intervention on Interview Anxiety and Performance." Thesis, The University of Sydney, 2022. https://hdl.handle.net/2123/28881.
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There exists a prevalent assumption that human beings are natural storytellers in narrative career counselling. This research program challenges this assumption in a series of empirical studies on interview storytelling. Additionally, this investigation employed image-supported narrative preparation to improve interview anxiety and performance, as a matter of concern in vocational rehabilitation and career guidance. The research process consisted of one systematic review, two case studies, and four experimental and quasi-experimental studies, the last of which explicated the effect mechanism using construal level theory. The systematic review revealed the gaps and potential of visual narrative interventions and informed the design of a brief intervention‒serious storytelling with images (SSWI). SSWI integrated past-behaviour interview skills training and image-supported storytelling for interview preparation. It was trialled in two case studies on participants with anxiety disorders. Upon confirming participants’ perceived benefits and low participation burden, four studies using a mix of double-blind randomised control trials and repeated measures ensued. They examined narrative competency, including interview narrative quantity, quality, anxiety, and performance. Primary covariates included SSWI, training, practice, generalised anxiety, prior interview anxiety experience, career information literacy, assessor, and assessor-perceived anxiety. Other covariates included age, gender, paid work experience, prior interview experience, and plan to work. The findings confirmed SSWI as the most significant predictor of performance, with construal level theory significant in explaining the effect mechanism. Collectively, the studies caution against assuming narrative competency. Training is necessary; intervention is required to optimise training.
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Woodbury, Lauren. "How Different Numerical Presentations of Information AffectParental Decision Making in a Medical Setting." Kent State University Honors College / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=ksuhonors1606938049166344.
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GRAZZINI, LAURA. "Being green is a matter of implicit attitudes and mind-set. an application of implicit association test and construal level theory on sustainable consumption." Doctoral thesis, Università Politecnica delle Marche, 2017. http://hdl.handle.net/11566/245531.
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Abstract
Obiettivo della tesi – Il consumo sostenibile ha assunto crescente rilevanza nella letteratura di marketing (Karmarkar & Bollinger 2015), tanto da essere uno dei temi di ricerca più critici (Mick 2006). Contribuisce alla complessità del tema il cambiamento nei comportamenti di acquisto dei consumatori, sempre più sensibili alla sostenibilità non solo dei prodotti ma anche del loro packaging (Magnier & Schoormans 2015), così come confermato da recenti ricerche empiriche (Olsen, Slotegraaf & Chandukala 2014). Tuttavia, i contributi accademici in tema di attitudini dei consumatori nei confronti di packaging sostenibili risultano ancora incompleti ed in continua evoluzione.
Il presente lavoro, dunque, si propone di contribuire alla letteratura esistente, approfondendo lo studio delle attitudini ed intenzioni di acquisto nei confronti di packaging sostenibili. In particolare, si evidenza come il rapporto tra le attitudini implicite ed esplicite, espresse dai consumatori nei confronti di packaging bio-degradabili, possa incoraggiarne o inibirne l’adozione. Inoltre, la tesi adotta la prospettiva della Construal Level Theory, allo scopo di valutare l’effetto combinato di diverse rappresentazioni mentali con i benefici indicati nei framing comunicazionali. Recenti ricerche accademiche hanno, infatti, dimostrato come un fit (o la mancanza di esso) tra il frame di comunicazione e il livello di rappresentazione mentale del consumatore possa essere una spiegazione alternativa nell’adozione di comportamenti sostenibili (White et al. 2011; Tangari et al. 2015; Ramirez et al. 2015).
Design/metodologia/approccio – Coerentemente con gli obiettivi della ricerca, la tesi ha previsto tre studi: per il primo studio, 88 partecipanti hanno completato un Implicit Association Test (IAT) e un questionario, mentre il secondo e terzo studio hanno adottato un esperimento online tra gruppi, coinvolgendo 108 partecipanti.
Risultati – I risultati dello studio 1 confermano, in generale, attitudini implicite ed esplicite positive verso il packaging sostenibile in entrambe le categorie di food (salutare vs non salutare). Tuttavia, lo studio 1 evidenzia una discrepanza tra attitudini implicite ed esplicite nel caso del cibo non salutare, risultato che consente di implementare strategie di nudging volte al cambiamento delle attitudini riferite alla scelta di packaging sostenibili. Lo studio 2 conferma il fit esistente tra la struttura del messaggio in termini di benefici (ambientali vs personali) e il diverso livello di rappresentazione mentale: un messaggio pro-ambiente combinato ad un livello mentale astratto produce intenzioni all’acquisto maggiormente positive. Al contrario lo studio 3 non produce tale evidenza nel caso in cui si combina un livello mentale concreto con i benefici personali. Tale risultato implica che dare una
maggiore rilevanza ai benefici personali (low-order goals) non cambia la percezione che i prodotti green aiutino l’ambiente.
Originalità/contributo – La tesi contribuisce alla letteratura di marketing relativa al comportamento sostenibile, espandendo l’applicazione del concetto di attitudini implicite e della Construal Level Theory (CLT) in un nuovo ambito, ovvero quello del packaging sostenibile. Il principale contributo dello studio 1 consiste nel dimostrare come l’Implicit Association Test possa essere un nuovo strumento per comprendere maggiormente l’attivazione o meno di comportamenti sostenibili. Gli studi 2 e 3 contribuiscono alla letteratura relativa alla CLT e al consumo sostenibile, esplorando come la distanza psicologica possa influenzare le intenzioni di acquisto e se tale effetto è strettamente collegato alla presenza di opposti benefici (ambientali vs personali).
Limitazioni e ricerche future – La tesi presenta una serie di limitazioni che possono ispirare ricerche future. In particolare, lo studio 1 non mette in evidenza possibili implicazioni delle attitudini implicite ed esplicite per quanto attiene le scelte comportamentali (o intenzioni), così come non valuta possibili antecedenti o moderatori nella relazione. Future ricerche possono, quindi, essere implementate con l’obiettivo di evidenziare antecedenti o moderatori, che possono spiegare le differenze tra misure esplicite ed implicite, o adottare modelli di regressione, che dimostrino se e come tali attitudini siano in grado di predire i comportamenti dei consumatori. Relativamente agli studi 2 e 3, la principale limitazione risiede nella impossibilità di generalizzare i risultati. A questo proposito, le ricerche future possono replicare tali risultati in ambiti diversi. Infine, può essere utile adottare lo studio manipolando distanze psicologiche diverse, come ad esempio la distanza spaziale (un posto vicino o lontano) o quella sociale (persone simili o distanti ai partecipanti allo studio).Abstract Purpose – Encouraging sustainable consumer behaviour is a growing topic of interest in the marketing literature (Karmarkar & Bollinger 2015) and has been identified as one of the more pressing research topics (Mick 2006). In addition, consumers are increasingly demanding more environmentally friendly packaging in terms of reduced packaging, or packaging which can be recycled or reused (Magnier & Schoormans 2015) and research into consumer attitudes on new packaging indicate that consumers now expect all packages to be environmentally friendly (Olsen, Slotegraaf & Chandukala 2014). However, extant literature on this topic remains scarce. This thesis adds to knowledge by shedding light on self-reported (i.e., explicit) and automatic (i.e., implicit) evaluations that may encourage/inhibit consumers’ adoption of eco-friendly packaging choices. According to recent academic research on sustainable consumption, this thesis adopts the theoretical lenses of Construal Level Theory, contributing with important insights into the effects of different mental representation and the effectiveness of different message appeals in motivating consumers to engage in sustainable consumption choices. Recent academic research has demonstrated that the “fit” (or lack thereof) between communication frames and consumer’s construal level mind-set can be an alternative explanation for the success or failure of environmental behaviour adoptions (White et al. 2011; Tangari et al. 2015; Ramirez et al. 2015). Design/methodology/approach – According to the purpose of the research, this thesis adopts 3 studies: for Study 1, 88 participants completed an Implicit Association Test and a questionnaire, whilst Study 2 and 3 employed a between-subject online experiment with 108 participants. Findings - The findings confirmed positive implicit and explicit attitudes towards compostable packaging across two different food categories (healthy vs unhealthy). Study 1 also showed a dissociation between implicit and explicit associations in the case of unhealthy food, which informs approaches to nudging changes in consumers’ behaviour towards choice of packaging. Study 2 confirms that a message framed as environmental matched with a more abstract mind-set produces more positive behavioural intentions toward a sustainable packaging. On the contrary, Study 3 does not provide evidence on a similar fit when individuals form a concrete mind-set and self-benefits are highlighted, allowing to suppose that, in such a case, making salient the personal benefit (lower-order goals) does not change the perception that the green products help the environment. Originality/value – The thesis contributes to current marketing knowledge on sustainable consumption by expanding the application of implicit attitudes and Construal Level Theory (CLT) into a new domain, such as consumers’ evaluation of environmentally friendly packaging. .Main contribution of study 1 lies on showing whether Implicit Association Test (IAT) has the potential to more fully explain pro-environmental behaviour or its rejection. Studies two and three contribute to the extant literature on CLT and sustainable consumption, by exploring how psychological distance affects behavioural intentions toward sustainable packaging, and further if this effect is linked by the presence of benefits associations (self-other). The main goal lies in extending the knowledge surrounding CLT and in contributing to the hope of Trope, Liberman, and Wakslak (2007) in making CLT an “unified theoretical framework that will allow us to parsimoniously understand a range of seemingly unrelated psychological phenomena” (p. 94). Limitations and future research - The current thesis has limitations that may trigger future research. First, Study 1 does not present implications of implicit and explicit attitudes for actual behavioural choice (or behavioural intention) as well as it does not assess possible antecedents or moderators. Further research can be implemented in order to display antecedents and moderators which might explain differences between implicit and explicit attitude measures as well as a regression model, in order to investigate if and how explicit and implicit attitude measures predict behaviours. As for Studies 2 and 3, a main limitation lies in the fact that an external validity of the results cannot be assessed. Therefore, future research could replicate the findings in other domains. Also, in order to advance sustainable consumption research, it could be useful to apply this type of study to other psychological distances, whether the environmental outcome is occurring in a local or distant place, or affecting people like or unlike the respondents in the study.
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Zwickle, Adam K. "Communicating Environmental Risks." The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1397500693.
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Pelt, Audrey. "Pourquoi ? Comment faire ? De la nature du comportement prosocial dans l’hypocrisie induite : le cas du gaspillage alimentaire." Thesis, Université de Lorraine, 2016. http://www.theses.fr/2016LORR0219/document.
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L’objectif de cette thèse est de concevoir une démarche d’intervention pour promouvoir la réduction du gaspillage alimentaire reposant sur l’hypocrisie induite semble. Cette procédure d’induction de dissonance articule une phase de saillance normative et une phase de rappel des transgressions. Si l’hypocrisie induite est interprétée à la lumière de la théorie de la consistance de Soi, nous reprenons à notre compte les propos de Vallacher (1992), selon lesquelles la nature de l’action, c’est-à-dire les significations qu’un individu attribue à ces comportements, est susceptible d’influencer le processus de dissonance. La théorie des niveaux de construit, incluant l’identification de l’action, a été mobilisée pour appréhender les significations accordées à des conduites pro-sociales. Plus précisément, nous avons examiné l’influence des niveaux de construit, sur les comportements de soumission obtenus, selon que la phase de saillance normative sera suivie ou non d’un rappel des transgressions. Dans une première expérience, nous avons testé l’applicabilité de l’hypocrisie induite pour promouvoir la réduction du gaspillage alimentaire. Les deux expériences suivantes examinent l’influence des niveaux de construits dans l’hypocrisie induite. Enfin, une recherche-action reposant sur des interventions de type face-à-face auprès des ménages a été mise en œuvre et integre des mesures comportementales effectives. Nos résultats suggèrent que l’hypocrisie induite est à même de promouvoir des changements de comportements effectifs de réduction du gaspillage, mais que ces changements dépendent des significations accordées à cette conduite pro-socialeOur research aims at conceiving an intervention process to promote food waste reduction in households. Considering the characteristics of food waste, induced hypocrisy appeared adapted to lead to behavioural changes. This sequential procedure of dissonance induction articulates two steps: preaching publicly a socially desirable behaviour (normative salience) and remembering one’s counter-normative behaviours (mindfulness). Though induced hyprocrisy is interpreted in the light of self-consistency theory, we make ours Vallacher’s propositions (1992), according to which the nature of the action, that is the meanings attributed to these behaviours by an individual, is likely to influence arousal and dissonance reduction. This research relies on construal level theory, including action identification, to understand the meanings given to pro-social behaviours. More specifically, we tested the influence of construal levels, manipulated during the stage of normative salience, on the compliance behaviours thus obtained, whether the normative salience stage be or not followed by mindfulness. In a first study, we applied induced hypocrisy to a previously unstudied behavioural area: the encouragement of food waste reduction. The next two experiments, conducted in a laboratory, examined the influence of construal levels in induced hypocrisy. Relying on these studies, we conducted a field experiment, which used effective behavioural measures, based on face-to-face interventions in the households. Our results suggest that induced hypocrisy may encourage individuals to actually reduce food waste, but that these changes depend on the meanings they grant to this pro-social behaviour
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Brügger, Adrian. "Fear appeals and localising climate change : neither is a panacea to motivate action on climate change : a social psychological perspective." Thesis, University of Exeter, 2013. http://hdl.handle.net/10871/14445.
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This thesis was interested in exploring the questions of why individuals typically do not respond strongly to climate change, and how individual motivations to do so might be strengthened. More specifically, this thesis explored two widely cited barriers to climate change action and the solutions commonly suggested to overcome them. The first barrier is the lack of personal experience with climate change, which is believed to inhibit relevant emotional processes. The second, not unrelated, barrier is that people typically perceive climate change as a distant threat, one that is not relevant to them personally, where they live, and in the present time. To test these explanations, two public surveys of residents of both the UK (n = 616) and Switzerland (n = 316) explored the relationships among negative emotions, perceptions of geographically proximal and distant climate change risks, and variables that capture people’s willingness to address climate change. The findings supported the idea that stronger negative emotions were positively related to more readiness to act against climate change. The relationship between spatially close versus distant risk perceptions and measures of different forms of action was, however, more complex. Specifically, the findings revealed a strong association between global risk perceptions and policy support and a strong association between local risk perceptions and personal intentions. One explanation for these (unexpected) associations is that they are due to spontaneous matches with regard to psychological distance: Local risk perceptions are psychologically proximal on the spatial dimension and personal intentions can be regarded as proximal on the social dimension. Likewise, the spatially remote global risk perceptions can be matched to support for policies, which can be regarded as distant on the social dimension. Studies 3 and 4 tried to experimentally untangle the complex relationships between psychological distance and people’s perceptions and actions that were 2 observed in the survey research. Specifically, in both studies participants were manipulated to adopt either a spatially proximal or distant perspective on climate change. Study 3 (n = 80) measured participants emotional responses to climate change and looked at how these predicted different attitudinal and behavioural responses under a proximal or distant framework, whereas Study 4 (n = 330) more directly explored the possible effects of activating negative emotions (i.e., fear) in combination with different distance frames as part of attempts to promote action on climate change. The findings of Studies 3 and 4 suggest that decreasing the psychological distance of climate change and inducing fear can both be potentially useful strategies to promote action on climate change. However, the operation of both these strategies is more complex than is often assumed and these complexities have implications for the effectiveness of each strategy. For one thing, both attempts to reduce distance and increase fear can initiate multiple psychological processes that simultaneously increase and decrease the likelihood of acting on climate change. Because these processes work in opposition, reduced distance and increased fear can have positive effects, negative effects, or no effect at all. Together, the findings across studies highlight that psychological distance is neither an insurmountable obstacle to action against climate change – it depends on what kind of action is being considered (Studies 1 & 2) – and nor is decreasing psychological distance a panacea to motivate action – this can trigger the same kind of defensiveness that have been observed in response to other strategies, such as the use of emotion (Studies 3 & 4). In the general discussion, the theoretical implications of these insights for different theoretical models of distance, emotion, and action are considered, as are the implications for the practice of promoting public engagement with and action on climate change.
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Hirschl, Brian William. "Fraud Inquiry: The Impact of Written Response on Reporting Intentions (Scholarly Essay included)." Ohio University Honors Tutorial College / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1556211421973162.
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Rosa, Fernanda Teixeira da. "O processo de tomada de decisão temporal: o efeito do ego depletion e da vitalidade subjetiva." Universidade do Vale do Rio dos Sinos, 2017. http://www.repositorio.jesuita.org.br/handle/UNISINOS/6479.
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Não existe um processo claro de como as pessoas tomam decisões, além das particularidades no que tange à percepções, julgamentos e representações, a sensação de possuir energia disponível e a ativação de uma informação no momento da escolha pode impactar o processo decisório. Com o objetivo de preencher essa lacuna, o presente estudo buscou verificar se o distanciamento psicológico (temporal) afeta a tomada de decisão, bem como se a vitalidade subjetiva e o ego depletion podem alterar essas respostas. Para comprovar empiricamente esses argumentos, foram realizados três estudos experimentais. O Estudo 1 validou a hipótese de que a informação ativa (autocontrole e indulgência) tem influência nas decisões de um futuro próximo, não acontecendo o mesmo em um futuro distante. O segundo experimento buscou verificar se o modelo do Estudo 1 se altera quando o indivíduo está em um estado de ego depletion, a conclusão foi de que na condição de autocontrole o processo se modifica; quando a pessoa está com a informação ativa de autocontrole e logo após estiver em um estado de baixa energia (ego depletion) as decisões de um futuro próximo serão indulgentes e de um futuro distante as decisões serão controladas, logo, pode-se perceber que no Estudo 2 ocorreu o inverso do Estudo 1. Entretanto, no Estudo 2 não foi possível comprovar que as decisões de um futuro próximo e distante são diferentes quando a informação ativa é de indulgência. Por fim, no Estudo 3, os resultados encontrados demonstram que quando a informação ativa for de autocontrole ela irá se potencializar no futuro próximo, concluindo-se que quando a informação ativa for de autocontrole e após de vitalidade subjetiva as decisões de um futuro próximo serão mais conservadoras e de um futuro distante mais indulgentes, de maneira significativa.
There is no clear process to know how people take decisions despite the particularities regarding perceptions, judgments and representations, the sensation of having available energy and the information activation when choosing something can impact the decision process. Aiming to fulfill this gap, the present study sought to verify if the psychological distance (temporal) affects the decision making as if the subjective vitality and the ego depletion can modify those answers. It was made three experimental studies to empirically prove the arguments. The study number 1 confirmed the hypothesis that the active information (self-control and indulgence) has influence in a near future decisions but not happening the same in a distant future. The second experiment sought to check if the model of study 1 modifies when the person is in an ego depletion moment, being concluded that the process modifies when in the self-control condition. When the individual is with active information of self-control and if in the sequence falls in a state of low energy (ego depletion), the decisions in a near future will be indulgent while those of a distant future will be controlled, it can be perceived that the study number 2 demonstrated the opposite of what happened in the study number 1. Nevertheless in the study number 2 it was not possible to prove that the decisions of a near and a distant future are different when the active information is of indulgence. Finally, in the study number 3, the achieved results showed that when the active information is of self-control, it is going to be maximized in a near future, concluding that when the active information is of self-control and later of subjective vitality the near future decisions will be more conservative and of a distant future more indulgent in a significant way.
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Didi, Alaoui Mohamed. "Les effets opposés de la distance psychologique sur les réponses du consommateur envers les produits hédoniques : le rôle modérateur du besoin de justification." Thesis, Aix-Marseille, 2018. http://www.theses.fr/2018AIXM0247.
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La distance psychologique est omniprésente dans l’esprit du consommateur et influence ses attitudes et son comportement envers les produits hédoniques. Cependant, des contradictions sont présentes dans la littérature quant à la direction (positive ou négative) des effets de la distance psychologique sur les réponses du consommateur envers les produits hédoniques. En effet, certaines recherches avancent que l’augmentation de la distance psychologique influence positivement les réponses du consommateur envers les produits hédoniques. Alors que d’autres suggèrent l’effet inverse. L’objectif de cette recherche est de réconcilier ces contradictions en examinant sous quelles conditions la distance peut avoir un effet positif ou négatif. Nous proposons que le degré de proéminence du besoin de justification (non saillant vs saillant) du consommateur au moment où il évalue le produit hédonique modère ses effets et constitue une condition sous laquelle la distance psychologique peut avoir un effet positif ou négatif sur les réponses du consommateur envers les produits hédoniques. Trois expérimentations ont été conduites pour le test de nos hypothèses. Les deux premières suggèrent qu’en condition de besoin de justification non saillant, l’augmentation de la distance psychologique a une influence négative sur les réponses attitudinales et comportementales du consommateur envers les produits hédoniques. La troisième expérimentation, quant à elle, propose qu’en condition de besoin de justification saillant, l’augmentation de la distance psychologique a un effet positif sur la réponse comportementale du consommateur envers le produit hédoniquePsychological distance is pervasive in the consumer’s mind and impacts their attitude and behavior toward hedonic products. However, the literature is inconsistent regarding the direction of the effects of psychological distance on consumer’s responses toward hedonic products. In fact, one part of the research suggests that increasing psychological distance positively impacts consumer’s responses toward hedonic products. Whereas another part of the literature proposes the opposite effect. The aim of this research is to reconcile this inconsistency by examining under which conditions psychological distance can have positive or negative effect. We suggest that the degree of prominence of need to justify (non-salient vs salient), which a consumer experiments during the evaluation of hedonic products, moderates the effect of psychological distance and constitutes the condition under which psychological distance can have a positive or a negative impact on consumer’s responses toward hedonic products. In order to test our research hypotheses, we carried out three experiments. The first two experiments show that in the condition of a non-salient need to justify, the increase of psychological distance has a negative impact on consumer’s responses toward hedonic products. The third experiment suggests that in the condition of a salient need to justify, the increase of psychological distance has a positive impact on consumer’s response toward hedonic products
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Didi, Alaoui Mohamed. "Les effets opposés de la distance psychologique sur les réponses du consommateur envers les produits hédoniques : le rôle modérateur du besoin de justification." Electronic Thesis or Diss., Aix-Marseille, 2018. http://www.theses.fr/2018AIXM0247.
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La distance psychologique est omniprésente dans l’esprit du consommateur et influence ses attitudes et son comportement envers les produits hédoniques. Cependant, des contradictions sont présentes dans la littérature quant à la direction (positive ou négative) des effets de la distance psychologique sur les réponses du consommateur envers les produits hédoniques. En effet, certaines recherches avancent que l’augmentation de la distance psychologique influence positivement les réponses du consommateur envers les produits hédoniques. Alors que d’autres suggèrent l’effet inverse. L’objectif de cette recherche est de réconcilier ces contradictions en examinant sous quelles conditions la distance peut avoir un effet positif ou négatif. Nous proposons que le degré de proéminence du besoin de justification (non saillant vs saillant) du consommateur au moment où il évalue le produit hédonique modère ses effets et constitue une condition sous laquelle la distance psychologique peut avoir un effet positif ou négatif sur les réponses du consommateur envers les produits hédoniques. Trois expérimentations ont été conduites pour le test de nos hypothèses. Les deux premières suggèrent qu’en condition de besoin de justification non saillant, l’augmentation de la distance psychologique a une influence négative sur les réponses attitudinales et comportementales du consommateur envers les produits hédoniques. La troisième expérimentation, quant à elle, propose qu’en condition de besoin de justification saillant, l’augmentation de la distance psychologique a un effet positif sur la réponse comportementale du consommateur envers le produit hédoniquePsychological distance is pervasive in the consumer’s mind and impacts their attitude and behavior toward hedonic products. However, the literature is inconsistent regarding the direction of the effects of psychological distance on consumer’s responses toward hedonic products. In fact, one part of the research suggests that increasing psychological distance positively impacts consumer’s responses toward hedonic products. Whereas another part of the literature proposes the opposite effect. The aim of this research is to reconcile this inconsistency by examining under which conditions psychological distance can have positive or negative effect. We suggest that the degree of prominence of need to justify (non-salient vs salient), which a consumer experiments during the evaluation of hedonic products, moderates the effect of psychological distance and constitutes the condition under which psychological distance can have a positive or a negative impact on consumer’s responses toward hedonic products. In order to test our research hypotheses, we carried out three experiments. The first two experiments show that in the condition of a non-salient need to justify, the increase of psychological distance has a negative impact on consumer’s responses toward hedonic products. The third experiment suggests that in the condition of a salient need to justify, the increase of psychological distance has a positive impact on consumer’s response toward hedonic products
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Isler, William C. (William Charles). "Premorbid Level of Functioning and Perspective Taking During Self-Narratives." Thesis, University of North Texas, 1991. https://digital.library.unt.edu/ark:/67531/metadc504437/.
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Two interviews were conducted with 20 participants from a Mental Health and Mental Retardation (MHMR) crisis house. Subjects were classified as good or poor premorbid level of functioning using a case history form and information from their social history charts. The study employed a self-narrative method to direct self disclosure. In the first interview, participants were asked to describe themselves. In the second interview they were asked to identify what they would change about their histories and to describe how this would make a difference in how their lives turned out. Support was not found for the hypothesis that those with the higher premorbid functioning would be better able to shift perspectives and use more positive self constructs. Methodological, theoretical and future research areas are discussed.
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Pecot, Fabien. "Consumers’ responses to brand heritage : cognitive and affective paths." Thesis, Aix-Marseille, 2016. http://www.theses.fr/2016AIXM1083.
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Cette thèse étudie les représentations du passé par les marques et leur effet sur les consommateurs dans le cadre théorique de la distance temporelle. Que se passe-t-il lorsqu’une marque indique sa date de fondation sur un packaging, présente son histoire en page d’accueil du site internet ou fait de son fondateur le personnage central de ses créations publicitaires ? L’objectif de cette thèse est de qualifier ce phénomène, de mieux le comprendre et d’en mesurer les effets cognitifs et affectifs sur les consommateurs. La première partie de la thèse situe ce phénomène par rapport aux recherches sur le rôle du temps en marketing, et plus particulièrement à celles liées au passé comme le marketing rétrospectif, la nostalgie, l’authenticité et la consommation du passé. La seconde partie présente deux études qualitatives et cinq études quantitatives (chapitres 4 à 6) dont les résultats permettent de 1) proposer une nouvelle échelle pour mesurer la perception du patrimoine de marque, 2) démontrer que la mobilisation du patrimoine de marque augmente la distance temporelle entre le consommateur et la marque, 3) montrer que le patrimoine de marque est associé à des bénéfices cognitifs même si la causalité n’est pas vérifiée, et 4) prouver que le patrimoine de marque a un effet sur l’attachement à la marque, uniquement si les consommateurs en sont familiers. Ces résultats contribuent à la recherche sur la gestion de la temporalité de la marque, aux travaux sur le concept de patrimoine de marque, sur les effets cognitifs et affectifs des représentations du passé par les marques, et sur les effets de la distance temporelle dans le passéThis doctoral thesis explores brands’ representations of the past and their effect on consumers in the theoretical framework of temporal distance. What happens when a brand indicates its founding date on a packaging ? Or puts forward its history on its website ? Or uses its founder as the central character in an advertising campaign ? This thesis aims to qualify this phenomenon, to better understand it, and to measure its cognitive and affective effects on consumers. The first part of the dissertation situates this phenomenon with regards to existing research on the role of time in marketing, and most particularly, to the research relating to the past such as retrospective branding, nostalgia, authenticity and the commodification of the past. The second part details two qualitative and five quantitative empirical studies whose results : 1) suggested a new scale to measure the perception of brand heritage, 2) demonstrated that brand heritage increases temporal distance between the brand and its consumers, 3) showed that brand heritage is associated with cognitive benefits although causality is not assessed, and 4) proved the effect of brand heritage on brand attachment for familiar brands. Those results contribute to the research on temporality in brand management, on the concept of brand heritage and its measurement, on the cognitive and affective consequences of brands’ representations of the past, and on the temporal distance on the past
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Pecot, Fabien. "Consumers’ responses to brand heritage : cognitive and affective paths." Electronic Thesis or Diss., Aix-Marseille, 2016. http://www.theses.fr/2016AIXM1083.
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Cette thèse étudie les représentations du passé par les marques et leur effet sur les consommateurs dans le cadre théorique de la distance temporelle. Que se passe-t-il lorsqu’une marque indique sa date de fondation sur un packaging, présente son histoire en page d’accueil du site internet ou fait de son fondateur le personnage central de ses créations publicitaires ? L’objectif de cette thèse est de qualifier ce phénomène, de mieux le comprendre et d’en mesurer les effets cognitifs et affectifs sur les consommateurs. La première partie de la thèse situe ce phénomène par rapport aux recherches sur le rôle du temps en marketing, et plus particulièrement à celles liées au passé comme le marketing rétrospectif, la nostalgie, l’authenticité et la consommation du passé. La seconde partie présente deux études qualitatives et cinq études quantitatives (chapitres 4 à 6) dont les résultats permettent de 1) proposer une nouvelle échelle pour mesurer la perception du patrimoine de marque, 2) démontrer que la mobilisation du patrimoine de marque augmente la distance temporelle entre le consommateur et la marque, 3) montrer que le patrimoine de marque est associé à des bénéfices cognitifs même si la causalité n’est pas vérifiée, et 4) prouver que le patrimoine de marque a un effet sur l’attachement à la marque, uniquement si les consommateurs en sont familiers. Ces résultats contribuent à la recherche sur la gestion de la temporalité de la marque, aux travaux sur le concept de patrimoine de marque, sur les effets cognitifs et affectifs des représentations du passé par les marques, et sur les effets de la distance temporelle dans le passéThis doctoral thesis explores brands’ representations of the past and their effect on consumers in the theoretical framework of temporal distance. What happens when a brand indicates its founding date on a packaging ? Or puts forward its history on its website ? Or uses its founder as the central character in an advertising campaign ? This thesis aims to qualify this phenomenon, to better understand it, and to measure its cognitive and affective effects on consumers. The first part of the dissertation situates this phenomenon with regards to existing research on the role of time in marketing, and most particularly, to the research relating to the past such as retrospective branding, nostalgia, authenticity and the commodification of the past. The second part details two qualitative and five quantitative empirical studies whose results : 1) suggested a new scale to measure the perception of brand heritage, 2) demonstrated that brand heritage increases temporal distance between the brand and its consumers, 3) showed that brand heritage is associated with cognitive benefits although causality is not assessed, and 4) proved the effect of brand heritage on brand attachment for familiar brands. Those results contribute to the research on temporality in brand management, on the concept of brand heritage and its measurement, on the cognitive and affective consequences of brands’ representations of the past, and on the temporal distance on the past
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Rosanto, Ronald, and 張譽隆. "Assertiveness and Construal Level Theory on Attitudes towards Environment Protection Ads." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/20391549447967661784.
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碩士國立臺灣科技大學
企業管理系
101
Exactly same message given to exactly same person in different occasions might give completely different results. Assertiveness message, such as “You must do this!” might urge importance in one occasion, while it might bother us in different occasions. Author tries to explore this phenomenon from the construal level theory point of view, how people, in different construal level state, perceived assertive commands and non-assertive request of environmental campaigns differently. Further, taking “picture factor” into account provides more comprehensive explanation regarding the relational behavior amongst the three factors.
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Wang, Chiu-Feng, and 王秋鳳. "The Effects of Psychological Distance on Stereotype：A Perspective of Construal Level Theory." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/88010183882063525079.
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碩士國防大學政治作戰學院
心理碩士班
99
Based on the perspective of construal level theory ( CLT ), this study examines the effects of psychological distance on stereotype. Evidences showed that in-group versus out-group members differ on stereotype retriving, such that in-group is less stereotyping than out-group. The current study proposed that this out-group homogeneity phenomenon could be attributed to people’s construal level. According to CLT, people use more abstract construal level when judging more psychologically distal targets. Therefore, the present research proposed that people may have a strong tendency of stereotyping when exposured to a psychologically distal condition than a proximal condition. Two studies were conducted. In Study 1, in-group versus out-group members ( N = 115 ) were randomly assigned to psychologically distant or proximal condition, and then measured their tendency of stereotyping. No any significant result was found. Study 2 ( N = 81 ) replicate Study 1 by using a computer program to manipulate psychological distance. A significant main effect of psychological distance on stereotype was found. The result showed that the more psychologically distant the less stereotyping. In sum, the results of current research did not support CLT.
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ALTANKHUU, ARIUNDARI, and 艾莉莎. "Embarrassment in Purchasing Intention: Aspect of Construal Level Theory and Social Presence." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/4839fw.
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碩士靜宜大學
寰宇管理碩士學位學程
106
This study investigates the embarrassment related to the purchase of taboo products including condoms and sex toy. The main purpose of the research is to recognize consume behavior when purchasing taboo products and factors that affect the level of embarrassment. At the same time this research could be further used for social marketing and advertisement reason. According to other researchers embarrassment can be experienced both in a private place without an audience and in a public place with an audience. In addition, other papers have shown that familiarity with the product creates a different level of feelings. Thus, we explain embarrassment based on three different studies namely familiarity, purpose of product purchase and social presence. We also aim to explain the impact of distance difference (construal level theory) on the feeling of embarrassment and how it can affect individual’s feeling. The research was conducted using an online survey approach with thirty five questions covering four domains. Demographic questions covered gender, four different age groups, five regions and 7 religions. A total of 105 respondents aged between of 18 to 40+ from different regions and different religions participated using an online questionnaire. To finalize our results, ANOVA was used to test significant of hypothesis and crosstabs were to explain differences influences of the factors. Mainly gender and region shown differences based on ANOVA test and these results are further explained by the crosstabs. Based on our result further research is needed.
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Chen, Hsin-Yu, and 陳欣妤. "The Relationship between Construal Level Theory and Consumers’ Preferences for Assortment Size." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/qw99tq.
Full textAbstract:
碩士國立臺灣大學
國際企業學研究所
107
With the considerable diversity in products nowadays, the variety of choices in consumer’s daily life has gradually increased. As number of varieties grew, making decisions becomes overwhelming for consumers, and this phenomenon is called “choice overload.” This research focuses on the Taiwanese masses as subjects and attempts to reproduce the experimental results of Goodman et al. 2012, aiming to explore whether consumers'' decision-making on different selection criteria may be affected due to differences in psychological distance (temporal distance or spatial distance), whether the desirability/feasibility trade-off is salient, and procced to explore how it affects consumers'' preference by the different number of variety. Foremost, the research is designed with PsychoPy 3.1.2, performing three experiments. Next, the sample data is analyzed through SPSS package version 25, using binary non-parametric analysis—McNemar''s test, binary logistic regression, and t-test to analyze the decisions of the subjects prior to different assortment size in restaurants, ice cream shops, electrical appliances or chocolate shops. The findings indicated that when the desirability/feasibility trade-off is salient, increasing psychological distance will increase consumers'' preference for choice diversity; however, when the desirability/feasibility trade-off is not salient, there is no statistical evidence supporting that increase in psychological distance decreases the consumer''s preference for the variety of goods.
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Chan, Yi-Hsuan, and 詹宜璇. "The Effects of the Interaction of Construal Level Theory and Regulatory Focus Theory on Consumer Preference of Choice." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/12116454391203889153.
Full textAbstract:
碩士國立交通大學
經營管理研究所
104
Previous studies found that：in temporal construal theory, people would use high-level construal in distant-future event, whereas using low-level construal in near-future event. In addition, there is a fit between regulatory focus and construal level. The results indicate that promotion-focus individuals are more likely to construe information at high-level construal, whereas those who with prevention-focus are more likely to use low-level construal. This research extends regulatory construal fit, wondering whether the interaction of two theories would influence consumer preference of choice. This research is 2(*2)(*2) between and within-subject factorial design. Contextual assumption of booking accommodation at Airbnb to manipulate regulatory focus（promotion-focus/prevention-focus）, temporal distance（distant-future/near-future）, and construal level（high desirability and low feasibility/low desirability and high feasibility）. The result shows that temporal distance on preference choice is more significant than regulatory focus. At an era of information explosion, how to influence consumer preference of choice through message context is a big learning. The contribution of this research is that simultaneously manipulates chronic regulatory focus and temporary regulatory focus in order to let marketers realize how to effectively communicate with promotion-focus and prevention-focus consumer in distant-future and near-future situation.
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Wui, Zun-Wey, and 王韵慧. "Discussing the Effects of Pride and Empathy on Sustainable Consumption Behavior Using Construal-Level Theory." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/ytcb58.
Full textAbstract:
碩士國立交通大學
管理科學系所
107
Pride and empathy are moral emotions that lead to altruistic behavior. This study further used construal-level theory to investigate whether construal level can moderate the effects of these two emotions on attitudes, purchasing intentions, and actual behavior of sustainable consumption. This study conducted a 2 (emotion: pride/empathy) × 2 (construal level: concrete/abstract) experiment design. The material uses an ad about a fair-trade cocoa powder product with the manipulations of construal level and emotions through product description as well as pictures. The results show that participants with a feeling of pride in a low construal level (concrete condition) will be more willing to engage in sustainable consumption. In a high construal-level (abstract) context, those who feel empathy will have more positive attitudes and higher purchase intentions toward a sustainable product. According to the results, companies can use ad strategies of the appropriate combination of an emotional appeal and a construal-level description to engage consumers in sustainable consumption behavior.
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Neufeld, Katelin Helene. "The role of abstract construals in increasing public support for addressing local injustice." 2014. http://hdl.handle.net/1993/24047.
Full textAbstract:
Resistance to rectifying local injustice and methods of addressing such resistance are often studied in terms of motivational barriers (e.g., system justification, Jost & Banaji, 2004). I propose that a cognitive mechanism called construal level may also play an important role. Construal level refers to whether people are thinking concretely or abstractly. For example, if considering the act of locking a door, one might construe the behavior as putting a key in a lock (a concrete construal) or as securing a house (an abstract construal). Construal level theory (Liberman & Trope, 1998) states that people think concretely about near events and thinking concretely makes people more concerned about feasibility (e.g., “Is it affordable?”), whereas thinking abstractly makes people more concerned about morality (Eyal, Liberman, & Trope, 2008). Thus, inducing abstract thinking might increase support for addressing local injustice. I assessed this novel proposal in two experimental studies that focused on the lack of adequate water services in First Nations and included measures of social action as dependent variables. In Study 1 (n = 151 White Canadian undergraduates; 44% women), participants thought about either a local or distant injustice. I hypothesized participants would support the local injustice less as they would think more concretely and thus be more concerned with feasibility and less concerned with morality; no differences emerged (p’s > .36, d’s < .15). In Study 2 (n = 166 White Canadian undergraduates; 66% women), I directly manipulated construal level and had all participants consider a local injustice. People led to think abstractly (vs. concretely) were more supportive of addressing injustice because they were more morally outraged, experienced more empathy, and thought the problem was easier to solve, 95% CI = [0.22, 0.98]. Thus, the results suggest that induced abstract thinking may be an effective tool for achieving local social change.
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Huynh, Alex C. "The effects of temporal orientation on reasoning over relationship conflicts." Thesis, 2013. http://hdl.handle.net/10012/7756.
Full textAbstract:
Past research on construal level theory (CLT) has shown that adopting a temporally distant (vs. temporally close) orientation facilitates a more abstract, “bigger picture” representation of events. Furthermore, research on other forms of psychological distance (e.g., self-distance) has linked abstract representations of past interpersonal negative events to positive psychological benefits, such as reduced negative affect. Despite this connection, little work has been done looking at how temporal distance, a form of psychological distance, may also result in positive psychological outcomes. Moreover, few have explored the effects of temporal distance on reasoning within an interpersonal context. Provided the past literature on psychological distance, I hypothesize that a distant temporal orientation when reasoning over a recent romantic relationship conflict will result in greater abstract representations of the past conflict. Given that the context is in an interpersonal domain, I predict that the abstract representation will manifest itself through a more inclusive reasoning strategy, which will lead to beneficial reasoning strategies for the relationship. I test these hypotheses by randomly assigning participants to a present-oriented mindset, or a future-oriented mindset when reflecting on their past conflict. Results from two experiments (Study 1: College students; Study 2: Age-heterogeneous community sample) indicate that taking a future-orientation leads to an inclusive reasoning strategy (i.e., greater non-self centered word use) and also leads to reasoning that is considered conducive to positive relationship outcomes (e.g., lower partner blame and greater expression of growth). Implications for research on psychological distance and reasoning are discussed.
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LIAO, CHEN-SHIN, and 廖宸訢. "The Effect of Gift's Receiver and Time of Deliver on Consumer Evaluation- Dissuss from Construal Level Theory." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/ka7s8n.
Full textAbstract:
碩士中國文化大學
行銷碩士學位學程碩士班
107
People are often expression of feeling toward others at the festivals. In the past few years, many festivals have been given the meaning of "shopping festival" by businessman. And give consumer a reason for reward themselves. According to Institute for Information Industry (III, 2017), the frequency of shopping on the Internet has gradually approached the physical channel. In the context of gift-giving, 50% of consumers buy gifts through the Internet (III, 2015). The difference between online shopping and physical channel is that consumers have to wait for a while to receive products after placing an order online, which varies depending on the way the seller's warehouse is managed and other possible factors. A number of study have been used construal level theory to explore how the psychological distance between the giver and recipient effects the giver's construal level and selective gift. This study focuses on how product delivery date (temporal distance), and different person of the receiver (social distance), will affect consumer evaluation of primary features (high-level construal) and secondary attributes (low-level construal) product information. In this study, laboratory experiments were used to manipulate the time of deliver (temporal distance), gift's receiver (social distance) and product features information (construal level) to measure the impact on consumer evaluation. A total of 236 participants participated in the experiment. The results indicate that, primary features will generate more favorable product evaluation then secondary features when self-gifts and near future. Primary features and secondary features are no significant effects when self-gifts and distance future. In terms of interpersonal gifts, no matter temporal distance is close or far, secondary features will generate more favorable product evaluation then primary features. The results of this research can provide practical advice to write copy for an online shopping platform.
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Grazzini, Laura. "BEING GREEN IS A MATTER OF IMPLICIT ATTITUDES AND MIND-SET. AN APPLICATION OF IMPLICIT ASSOCIATION TEST AND CONSTRUAL LEVEL THEORY ON SUSTAINABLE CONSUMPTION." Doctoral thesis, 2016. http://hdl.handle.net/2158/1170598.
Full textAbstract:
Encouraging sustainable consumer behaviour is a growing topic of interest in the marketing literature (Karmarkar & Bollinger 2015) and has been identified as one of the more pressing research topics (Mick 2006). In addition, consumers are increasingly demanding more environmentally friendly packaging in terms of reduced packaging, or packaging which can be recycled or reused (Magnier & Schoormans 2015) and research into consumer attitudes on new packaging indicate that consumers now expect all packages to be environmentally friendly (Olsen, Slotegraaf & Chandukala 2014). However, extant literature on this topic remains scarce. This thesis adds to knowledge by shedding light on self-reported (i.e., explicit) and automatic (i.e., implicit) evaluations that may encourage/inhibit consumers’ adoption of eco-friendly packaging choices. According to recent academic research on sustainable consumption, this thesis adopts the theoretical lenses of Construal Level Theory, contributing with important insights into the effects of different mental representation and the effectiveness of different message appeals in motivating consumers to engage in sustainable consumption choices. Recent academic research has demonstrated that the “fit” (or lack thereof) between communication frames and consumer’s construal level mind-set can be an alternative explanation for the success or failure of environmental behaviour adoptions (White et al. 2011; Tangari et al. 2015; Ramirez et al. 2015).
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SU, YI-FAN, and 蘇苡帆. "How the Familiarity of Destination and Psychological Distance Affect the Ticket Post of Airline?Discuss From Construal Level Theory." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/4pnsdk.
Full textAbstract:
碩士中國文化大學
行銷碩士學位學程碩士班
107
Due to the growth of economic, consumption and quality of life, people pay more expenditure for the entertainment especially in traveling. Emerging destinations have constantly exploited. Airline operators must consider how to develop the effective marketing strategies for different target customers when selling ticket. Based on the past studies, familiarity may provide an important effect on psychological distance. Therefore, this study investigates whether the familiarity of destination might affect psychological distance when customers choosing destinations and also examines whether the tickets of pleasure benefit (desirability) and cost benefit (feasibility) might affect customers' attitudes and purchase intentions basing on construal level theory. The study claims the familiarity of destination higher, the psychological distance might be closer, and the customers would prefer the advertisement based on cost benefit (feasibility). Otherwise, the familiarity of destination lower, and the customers would prefer the advertisement based on pleasure benefit (desirability). This study takes laboratory experiment, manipulating the familiarity of the destination and the ticket posts, measuring the psychological distance and the ad attitude and travel intention. The result of research provide the suggestion to airline operators.
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Lee, Wen-Yung, and 李玟蓉. "How Camera Angle of Product and Ad Claims in Print Advertisement Affect Consumer Decision? The Application of Construal Level Theory." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/v69pnu.
Full textAbstract:
碩士國立政治大學
傳播學院傳播碩士學位學程
106
Much research has shown that when the upward-looking camera angle employed to depict a product, people generate more favorable attitude toward the product. The reverse is found when the product depicted by downward-looking angle. However, the existing literature seldom incorporates construal level ad slogan as a determining factor in the effectiveness of camera angle. According to construal level theory, power and construal level are bidirectional relationship. When the construal level of the ad message the same as consumers’ mental construal level leads to high processing efficiency and fit. As a result, we propose processing efficiency and power are the mediators of the interaction effect between camera angle and construal level ad slogan. We demonstrate across two experiments that there is interaction effect between camera angle and construal level ad slogan. Study 1 shows there is interaction effect between camera angle and desirability-feasibility ad slogan. Study 2 shows there is interaction effect between camera angle and promotion-focus and prevention-focus ad-slogan. Processing fluency and power are not the mediator of the interaction effect.
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Scarci, Federica. "Psychological distance and system justification: status- and political ideology-related differences in the legitimization of inequality as a function of construal level." Doctoral thesis, 2023. https://hdl.handle.net/11573/1666753.
Full textAbstract:
The main purpose of the current doctoral dissertation was to contribute to the research on the socio-psychological mechanisms that legitimize social inequalities. In particular, the relationship between psychological distance and system justification was examined through the lens of Construal Level Theory (e.g., Trope & Liberman, 2010). We hypothesized that the fundamental motivations of individuals to defend their interests, their group, and the status quo would vary with psychological distance. Study 1 and 2 investigated the moderating effect of construal level on the relationship between membership in different status groups (defined by income and gender) and system justification (in economic and gender inequality, respectively). Study 3 expanded the results by examining the influence of construal level on the extent to which individuals with opposing political ideologies justify the system. Finally, Study 4 deepened the results by comparing the impact of a self-related threat to that of a system-related threat as a function of construal level. Overall, the results suggest that psychological distance may be a crucial element in resolving the conflict between ego, group, and system justifications. Implications, limitations, and future directions are discussed.
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Ferreira, Maria Madalena Belard Frazão e. Albuquerque. "A identificação organizacional e a recordação de acontecimentos afetivos nas organizações." Master's thesis, 2014. http://hdl.handle.net/10071/9146.
Full textAbstract:
O presente trabalho pretendeu compreender de que forma a identificação organizacional (IO) condiciona a memória afetiva do individuo, nomeadamente a maneira como este se recorda de episódios afetivos, positivos e negativos, que ocorrem em contexto organizacional, e a representação cognitiva retrospetiva que o individuo faz destes episódios. Com base na teoria do nível de abstração (TNA; e.g. Trope & Liberman, 2003), advogámos que a congruência afetiva entre o nível de IO e a valência do episódio recordado pode ser uma dimensão de distância psicológica do indivíduo face ao acontecimento em causa. Neste estudo quasi-experimental (2x2: IO elevada vs. baixa x recordação de acontecimento afetivo positivo vs. recordação de acontecimento afetivo negativo), participaram 113 estudantes de 1º ano de licenciatura, do ISCTE-IUL. A IO foi medida e a valência do acontecimento afetivo recordado foi manipulada através do pedido de recordação de um incidente crítico que tivesse ocorrido no ISCTE-IUL e que tivesse evocado emoções positivas vs. emoções negativas. Consistentes com as nossas hipóteses, os resultados mostraram que quanto maior a congruência entre o nível de identificação do individuo à organização em que está inserido (alta vs. baixa) e a valência do acontecimento afetivo recordado (respetivamente positivo vs. negativo), menor é a distância psicológica do individuo a esse acontecimento; pelo que as descrições retrospetivas do acontecimento recordado se mostraram mais detalhadas, sendo esse episódio representado cognitivamente a um menor nível de abstração. Porém, não se verificou o efeito da congruência na intensidade emocional com que os participantes descrevem o acontecimento afetivo recordado.The present study sought to understand how organizational identification (IO) determines individual´s affective memory, particularly the way he remembers affective events (positive and negative) that occur in an organizational context, and the retrospective cognitive representation that the individual makes about these episodes. Based on the Construal Level Theory (CLT; e.g. Trope & Liberman, 2003), we have advocated that the affective congruence between IO and the remembered episode´s valence may be a dimension of individual´s psychological distance from that event. In this quasi-experimental study (2x2: high vs. low IO x recollection of positive affective event vs. recall of negative emotional event) participated 113 students from the 1st year of degree, ISCTE-IUL. The IO was measured and the affective valence of the remembered event was manipulated by asking participants to recall a critical incident that had occurred at ISCTE-IUL that had evoked positive emotions vs. negative emotions. Consistent with our hypotheses, the results showed that the greater the congruence between the individual´s level of identification with the organization to which he belongs (high vs. low) and the affective valence of the remembered event (respectively positive vs. negative), the lower the individual´s psychological distance to that event; in this case, the retrospective descriptions of the remembered events were more detailed, and the episodes were cognitively represented at a lower level of abstraction. However, there was no congruence effect in the emotional intensity with which participants describe the remembered affective event
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Fernandes, Luísa Andreia Jerónimo. "Análise dos significados associados à reforma na perspectiva da teoria do nível de abstracção." Master's thesis, 2011. http://hdl.handle.net/10071/5244.
Full textAbstract:
Este trabalho pretende abordar os significados de reforma na perspectiva da Teoria do Nível de Abstracção, com o objectivo de gerar uma tipologia dos significados de reforma e esclarecer a relação entre distância psicológica à reforma e construção dos significados de reforma, optimismo face à reforma, expectativa de problemas na reforma e visualização de reforma. Os dados usados foram retirados de um inquérito sobre Atitudes face à reforma aplicado a uma amostra representativa da população adulta portuguesa residente no Continente, de onde foram extraídos 800 indivíduos, aleatoriamente.
O estudo permitiu a construção de uma tipologia dos significados de reforma assente em três vectores, a conceptualização categorial (que remete para os domínios da vida do sujeito), a conceptualização desenvolvimentista (a reforma é uma fase do ciclo de vida do sujeito) e a conceptualização avaliativa (ganhos versus perdas). As análises factoriais encontraram dois factores, independentemente da idade (distância temporal), um associado aos ganhos da reforma, outro às perdas. As análises correlacionais e de variância, e de acordo com a CLT, observaram que os participantes mais distantes psicologicamente da reforma detém categorias mais inclusivas e nucleares da reforma; representações mais optimistas e positivas da reforma, não se conseguindo demonstrar o contrário; menor expectativa de problemas na reforma e menor visualização da reforma. O estudo confirmou ser um importante contributo para a compreensão dos significados de reforma com potencial de aplicação ao estudo do planeamento e comportamentos de poupança para a reforma, satisfação ou bem-estar.The present study aims to approach the meanings of retirement on the Construal Level Theory perspective. Using data from 800 participants of a random representative Portuguese sample used on a more extensive inquiry about Attitudes toward retirement, two specific goals were set, to generate an organizing typology of the meanings of retirement according to existing literature and to understand the relationship between psychological distance to retirement and the construction of retirement meanings, optimism toward retirement, retirement problems expectation and retirement visualization. A tripartite typology of retirement meanings was created, translated into three categories: a categorical conceptualization (concerning the life domains of the participant), a development conceptualization (in which retirement is seen as phase of the individual lifecycle) and an evaluative conceptualization (gains versus losses). The factor analysis found two factors, independent of age (temporal distance), one associated with perceived retirement gains and the other with perceived retirement losses. The correlation and variance analysis, and according to CLT, demonstrated that the most psychological distant participants hold more nuclear and inclusive categories of retirement meanings; are more optimistic towards retirement; have less retirement problems expectation and present less retirement visualization. The study constitutes an important contribution to the retirement meanings comprehension, holding a great empirical potential to the study of retirement planning, retirement savings behavior, retirement satisfaction and subjective well-being.
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Ho, Rita Perdigão. "The effect of psychological distance on anticipatory guilt related to hedonic consumption : an explanation based on CLT." Master's thesis, 2019. http://hdl.handle.net/10400.14/26935.
Full textAbstract:
Generally, consumers have limited resources, constantly divided between what they need (utilitarian consumption) and what they want (hedonic consumption), where a tendency of underindulgence in these wants is observed. Hedonic consumption is perceived as less justifiable, valid and important than utilitarian consumption, resulting frequently in the experience of anticipated guilt at the time of purchase, which many times hinders or even prevents hedonic consumption. However, this under evaluation of hedonic options is found to lay mostly on consumers’ perceptions and can, therefore, be undone. This dissertation aims to explore mechanisms by which (how) these perceptions can be altered, in such a way that anticipatory guilt associated with hedonic consumption can be decreased and, therefore, hedonic consumption is promoted. Furthermore, it seeks to understand why such a manipulation works. It hypothesizes that psychological distance is a mechanism that answers this how, and a Construal Level Theory based explanation is proposed, where abstraction answers to the why. Two studies were conducted for testing these hypotheses. Results show increases in psychological distance result in decreased anticipatory guilt and in consequent increase of hedonic consumption. Furthermore, abstraction levels are in fact mediating the previously mentioned effect. Lastly, the importance of goal setting (utilitarian/hedonic) for the perception and consumption of hedonic options was investigated. Goal setting is found to be specifically significant for the mediation by anticipatory guilt of the effect of abstraction on choice, as results prove our CLT based explanation exclusively for products of hedonic nature in both goal type and characteristics.Os consumidores possuem uma quantidade limitada de recursos, que dividem entre o que precisam (consumo utilitário) e o que desejam (consumo hedónico), onde uma falta de indulgência no que é desejado é observável. O consumo hedónico é percecionado como menos justificável, válido e importante que o consumo utilitário, levando frequentemente à experiência de culpa antecipada no momento da compra, dificultando ou até impedindo a compra. Contudo, esta subavaliação de opções hedónicas jaz principalmente na perceção e, como tal, pode ser alterada. Esta dissertação visa explorar mecanismos pelos quais (como) estas perceções podem ser alteradas, diminuindo a culpa antecipada associada ao consumo hedónico e, consequentemente, promovendo este consumo. Adicionalmente, procura entender o porquê desta manipulação funcionar. A distância psicológica é proposta como um mecanismo que responde ao como, em que a abstração responde ao porquê, numa explicação baseada na Construal Level Theory. Dois estudos foram realizados para testar essas hipóteses. Os resultados mostram que o aumento a distância psicológica resulta na diminuição da culpa antecipada e no consequente aumento do consumo hedónico. Ademais, que os níveis de abstração medeiam o efeito estudado. Investigou-se também a importância do estabelecimento de objetivos de ação (utilitário / hedónico) na perceção e consumo de opções hedónicas. A definição de objetivos é especificamente significativa para a mediação do efeito da abstração na escolha pela culpa antecipada, uma vez que os resultados provam a nossa explicação baseada na CLT exclusivamente para opções de natureza hedónica em ambos o tipo de objetivo e características periféricas.