.png){kind=icon}
.png){kind=icon}
Return
When Does a Higher Construal Level Increase or Decrease Indulgence? Resolving the Myopia versus Hyperopia Puzzle
.png){kind=icon}
PRE
AI
DOI：10.1086/676968.png)
.png){kind=icon}
Original request for help.png){kind=icon}
Share.png){kind=icon}
Save
Abstract
En 中文
Existing inquiry on self-control reveals an inconsistency. The mainstream research on myopic behavior suggests that consumers' use of a high versus low construal level should lead them to exhibit less indulgence. However, more recent work on hyperopia implies the opposite. This research attempts to resolve this discrepancy. In particular, it is proposed and demonstrated that the level at which a consumer construes information (i.e., abstract vs. concrete), interacts with his or her self-focus, and both factors jointly determine a consumer's indulgence level. When the self is not salient, outcomes implied by the myopia literature ensue. But when the self is focal, the opposite outcomes anticipated by the hyperopia literature obtain.
Keywords:
SELF-CONTROL
CONSUMER-BEHAVIOR
AI Summary
Key information extracted from the uploaded paper, including a brief overview, abstract, background, key highlights, visual analysis, and future outlook.
Journal
IF:
6.4
Papers:
2.5K
Citations:
2.5W
