.png){kind=logo}
ISSN : 1229-8778
The construal level theory proposes that a psychological distance has a systematic effect on individuals’ thought and behavior. The present study purposed to apply temporal construal to advertising and consumer behavior. Specifically, we examined the effect of construal level fit on consumer choice of products. 208 participants were presented with one of the four purchase scenarios, which were either near or far (today vs. December) and either convenience goods or shopping goods (portable multimedia player vs. toothpaste). Then their choices between two products with either feasible or desirable advertising messages were measured. Results showed that participants were more likely to select products of which product category, type of advertising messages and expected purchase time were congruent. It suggests that the fitness of construal level affects consumer behaviors on product choice. Our findings have practical implications that they extended the application of the construal level theory to the consumer behavior domain.
곽준식, 김영조 (2006). 제품지식수준과 시기적 적합성의 상호작용이 계절상품의 광고효과에 미치는 영향, 소비문화연구, 9(3)
김완석 (2003). 광고심리학, 서울: 학지사.
이상빈, 리대용 (2000). 마케팅, 광고척도 핸드북. 서울: 학지사.
최인정 (2004). 관여도, 제품에 대한 사전 지식, 광고 유형이 광고 효과에 미치는 영향에 관한 연구. 연세대학교 석사 학위 논문.
Bearden, W. O., Laforge, R. W. &, Ingram, T. N. (2001). Marketing:Princeples and perspective. McGraw-Hill Education.
Dhar, R., & Kim, E. Y., (2007). Seeing the forest or the trees: Implications of construal level thoery for consumer choice. Journal of consumer psychology, 17, 96-100.
Eyal, T., Liberman, N., Trope, Y., Walther, E. (2004). The pros and cons of temporally near and distant action. Journal of Personality and Social Psychology, 86, 781-795.
Freitas, A. L., Gollwitzer, P. M., & Trope, Y. (2004). Temporal construal effects on abstract and concrete mindsets on anticipating and guiding others' self-regulatory efforts. Journal of Experimental Social Psychology, 40, 739-752.
Holton, R. H., (1958). The Distinction between convenience goods, shopping goods, and specialty goods. Journal of Marketing, 22, 53-56.
Kim, E. Y., Dhar, R., & Novemsky, N. (2007). Consumer receptivity of psychologically near and distant product advertising messages. Manuscript in preparation, Yale University.
Liberman, N., & Trope, Y. (1998). The role of feasibility and desirability considerations in near and distant future decisions: A test of temporal construal theory. Journal of Personality and Social Psychology, 75, 5-18.
Petty, R. E. & J. T. Cacioppo. (1981). Attitude and Persuation: Classic and Contemporary Approach, Dubuque, IA: W. C. Brown
Sherman, S. J., Beike, D. R., & Ryalls, K. R. (1999). Dual-processing accounts of inconsistencies in reponses to general versus specific cases. In: S. Chaiken, & Y. Trope (Eds.), Dual-process theories in social psychology (pp.203-230). NewYork: Guilford Press.
Thomas, M., Chandran, S., & Trope, Y. (2006). The effects of temporal distance on purchase construal. Unpublished manuscript, Cornell University.
Trope, Y., & Liberman, N. (2000). Temporal construal and time-dependent changes in preference. Journal of Personality and Social Psychology, 79, 876-889.
Trope, Y., & Liberman, N. (2003). Temporal construal. Psychological Review, 110, 403-421.
Trope, Y., Liberman, N., & Wakalak, C. (2007). Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior. Journal of Consumer Psychology, 17, 83-95.
Vallacher, R. R., & Wegner, D. M. (1987). What do people think they're doing? Action identification and human behavior. Psychological Review, 94, 3-15.
Zaichkowsky, J. L., (1986). Conceptualizing involvement. Journal of Advertising, 15, 4-14.