An examination of the processes by which construal level affects the implicit evaluation of goal relevant stimuli.

Previous research has found that construal level—how abstractly or concretely people represent events—can impact implicit evaluations. Abstract high-level construal (vs. concrete low-level construal) promotes evaluative responses consistent with global (strongly held, long-term) rather than local (short-term, situational) goals. It remains unclear by what cognitive process(es) this occurs. In this paper, we examine two possibilities. High-level construal might enhance the unintended influence of activated evaluative associations or facilitate the detection and implementation of intentional responses. To examine these possibilities, the current study applies a multinomial processing tree model to data from Fujita and Han (2009). Results suggest that high-level construal facilitates goal-consistent evaluations by increasing both the unintentional influence of activated goal-consistent positive associations and the intentional detection of and implementation of accurate responding to goal-relevant stimuli. These findings extend our understanding of how construal level promotes goal consistent evaluations

Self-Construal Influence on Individual Choice Does Culture Shape our Choices?

Previous research has shown that cultural values and individual preferences for uniqueness and conformity influence one another, and that a theme of uniqueness is prevalent within North American culture and a theme of conformity is prevalent within East Asian culture. The goal of the present research was to examine the causal role of self-construal by investigating whether priming participants with either independent or interdependent self-construal could lead to differences in choice patterns that mirror themes of uniqueness and conformity that is traditionally found between East Asian and North American cultures. It was hypothesized that participants primed with independent self-construal will show a preference for uniqueness and make an uncommon choice. In contrast, participants primed with the interdependent self-construal will show a preference for conformity and make a common choice. To test this hypothesis, 60 participants of varying cultural backgrounds were randomly assigned to either an independent self-construal prime condition or an interdependent self-construal prime condition. The choice of pens by participants was examined as a function of whether the pen appeared unique. The results are that there is no significant interaction between the prime conditions and choice. These results suggest that self-construals do not play a significant role in predicting participates’ choice patterns towards uniqueness and conformity

The Effects of Gender and Self Construal on Perception of Racism

When looking into the idea of if one\u27s gender and their self-construal has an effect on how they perceive racism, we hypothesize that women will take a more interdependent self-construal and men will take a more independent self-construal. Based on how they identify, we believe that those in the interdependent condition will perceive more racism and those in the independent condition will perceive less racism

Dollar-Off or Percent-Off? Discount Framing, Construal Levels, and Advertising Appeals

In two studies, the authors reveal how consumers react to marketing messages when two commonly used promotional tactics – price discounts and advertising messages – are synergized. Building on construal level theory, Study 1 shows how dollar-off discount framings (“Buy 2, get $10 off”) trigger low-level construal, while percent-off discount framings (“Buy 2, Get 50% off”) activate high-level construal. Study 2 demonstrates that congruent levels are matched when dollar-off discount appeals are paired with attribute appeals and when percent-off appeals are paired with benefit appeals, leading to more effective marketing communications

Framing descriptive norms as self-benefit versus environmental benefit : self-construal’s moderating impact in promoting smart energy devices

Recently, awareness has been raised concerning the importance of sustainable energy use. Nevertheless, many obstacles must be overcome to change individuals’ energy consumption habits. This study examines how a message should be framed to convince individuals to purchase a smart energy device that provides feedback on household energy use. As such, this device can assist households in adjusting their energy-wasting habits. Through two experimental studies, this paper examines how a descriptive normative message, indicating that the majority of US households have already purchased a smart energy device, can increase individuals’ intention to purchase the device. Both studies consider the moderating influence of the self-construal, which refers to individuals’ consideration of themselves as either part of a group (interdependent self-construal) or independent from others (independent self-construal). The first study (n = 231) reveals that a descriptive norm (versus no norm) leads to a higher purchase intention through an enhanced normative influence regardless of participants’ self-construal. The second study (n = 128) adds to the finding that combining a descriptive norm with a self-benefit (versus environmental) frame more strongly impacts the purchase intent of individuals with a dominant independence. No significant differences are identified between the two benefit frames’ effectiveness among individuals with a dominant interdependence

Cosmic Gratitude

Classically, gratitude is a tri-polar construal, logically ordering a benefactor, a benefice, and a beneficiary in a favour-giving-receiving situation. Grammatically, the poles are distinguished and bound together by the prepositions ”to’ and ”for’; so I call this classic concept ”to-for’ gratitude. Classic religious gratitude follows this schema, with God as the benefactor. Such gratitude, when felt, is a religious experience, and a reliable readiness or ”habit’ of such construal is a religious virtue. However, atheists have sometimes felt an urge or need for an analogous experience and virtue of gratitude, and theists sometimes feel intellectual discomfort with classical theistic gratitude on consideration of the misfortunes that characterize our life along with its blessings. In response, another conception of religious gratitude has been attempted, a construal that lacks the to-for structure. This paper probes the significance of the benefactor for gratitude, both secular and religious, and, with Søren Kierkegaard’s help, some features of the theology of classical religious gratitude that dissolve the problem of misfortunes

A match made in heaven or down under? The effectiveness of matching visual and verbal horizons in advertising

According to construal level theory, consumers' processing styles become more abstract as psychological distance increases, but they grow more concrete when psychological distance decreases. This study provides evidence that panoramic pictures in which the horizon appears in the lower versus upper part of the frame trigger a different level of construal. As such, this study raises a novel source of construal. In addition, this study shows that when both visual (e.g., horizon height) and verbal (e.g., temporal benefit) advertising elements induce the same level of construal, advertising effectiveness increases. This work differs from previous research in that it focuses on the construal fit evoked by two advertisement features rather than a fit in construal between an external stimulus and the internal mindset of the consumer

An Investigation of the Relationships Among Self-Construal, Emotional Intelligence, and Well-Being

This study aims to further investigate the convergent validity of the recently-proposed metapersonal model and measure of self-construal, and to emphasize the discriminant validity of the metapersonal self-construal as a distinct construct, capturing a unique aspect of self-construal separate from either interdependent or independent aspects. The study looked at two questions: (1) Does the metapersonal self-construal predict higher emotional intelligence? (2) Do those who have higher metapersonal self-construal scores also report greater well-being? A group of 212 undergraduate students was assessed using a self-construal scale that includes the new measure of metapersonal self-construal, along with scales measuring emotional intelligence and well-being. The metapersonal self-construal predicted higher emotional intelligence scores and greater well-being than either the independent or interdependent self-construals

Using Construal Level Theory to Promote HPV Vaccine Uptake Among College Males

College males’ uptake of human papilloma virus (HPV) vaccination is low. Prior research indicates perceived susceptibility to HPV among college males is also low. Construal level theory may offer a framework to alter perceived susceptibility and intention to vaccinate, but little research has examined this potential. Construal level theory provides foundational elements including that low construal level of perceptions is associated with more proximal psychological distance (hypothetical, social, temporal and spatial). Research indicates a disparity in college males’ susceptibility estimates which suggests high hypothetical distance. A reduction in hypothetical distance should be indicated by a measured increase in perceived susceptibility. Additionally, if construal level primed by messages is consistently associated with stage of change, then movement through stages of change might be promoted by influencing construal level such that perceived hypothetical distance is reduced. Additionally, the impact of interactivity on construal level and associated outcomes was explored. This study included two online experiments. In the first, a message was presented in components based on construal level dimensions. The second experiment was a 2x2, including high construal interactive message, low construal interactive message, high construal non-interactive message, and low construal non-interactive message conditions. The outcome variables of interest in both cases are hypothetical distance, barrier construal, stage of change and intention to vaccinate for HPV. Construal level dimensions did not offer explanatory value to the relationship between barriers and stage of change, a temporal measure of vaccination intention. However, the results indicate that perceptions of messages as lower construal are associated with increases in perceived susceptibility and intention to vaccinate for HPV. Perceived interactivity was associated with reduced social distance and increase in intention to vaccinate. This study suggests that construal level theory may be useful in the formative evaluations for HPV-related campaigns targeting males. This study also supports the addition of interactive elements to health campaigns, however the exact type of interactivity warrants further research. Limitations and directions for future research are discussed

The roles of hypocrisy induction and self construal theory to stop illegal downloading

The purpose of the study is to reveal how hypocrisy induction and self-construal theory influence attitudes toward the public service announcement urging against illegal downloading and the willingness to stop illegal downloading. As time goes on, illegal downloading has been rampant due to the advancement of technology, which motivates the government agencies involved in protecting intellectual property to conduct various campaigns. However, despite of their constant efforts, the previous methods such as legal punishment or monetary penalties categorized as an external factor have been ineffective to prevent illegal downloading. Therefore, the current study suggested a new strategy using hypocrisy induction and self-construal theory considered as an internal factor which spontaneously enocourage people to stop illegal downloading. To test hypotheses, a 3 (types of hypocrisy: hypocrisy induction by independent means vs. hypocrisy induction by interdependent means vs. control) X 2 (types of message in public service announcements: a personal perspective vs. a social perspective) between-subjects design was employed. The results showed that hypocrisy induction significantly affected attitudes toward the public service announcements and the willingness to stop illegal downloading. In addition, the interaction effect between types of hypocrisy and types of message was significant. Therefore, the study concluded that hypocrisy induction and self-construal theory would play an important role in preventing illegal downloading.Advertisin