Abstract

The purpose of the study was to investigate whether unit of time, construal level, and maximization influences consumer’s perception. The experimental design was 2(time unit frame: 3months/90days) × 2(maximization: satisficers/maximizers) × 2(construal level: low/high) factorial design. The results were as follows. There was a significant three-way interaction effect on time perception. When the message was high level construal, maximizers perceived 3months message longer than 90days message. On the other hands, satisficers perceived 90days message longer than 3months message. Also, two-way interaction effects were significant. Specifically, there was no significant effect when the message was low level constural. When the message was high level construal, 90days frame made time perception longer than 3months. Also, there was no significant effect at maximizers but satisficers perceived 90days message longer than 3months message. Finally, there was a significant main effect of maximization at time perception.