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ISSN : 1229-8778
The purpose of this study is twofold. It describes two different temporal distance, which is temporal distance in construal level theory and temporal consequences. Also, the research examine matching effects of self-construal, regulatory focus, temporal distance using advertisement message and how it influences temporal consequences. Temporal consequences can be seen as a different type of time perception, which explains how long future events can affect. The result shows that compared to independent self-construal, individuals with an interdependent self-construal consider temporal consequences to be longer. Furthermore, there are matching effect of self-construal, regulatory focus and temporal distance, which seems to amplify the perception of temporal consequences, especially for people with interdependent self-construal.
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