Why Does Psychological Distance Influence Construal Level? the Role of Processing Mode

Dengfeng Yan, University of Texas at San Antonio, USA
Jaideep Sengupta, Hong Kong University of Science and Technology, China
Jiewen Hong, Hong Kong University of Science and Technology,China
The primary objective of this research is to propose and test a mechanism to explain the effect of psychological distance on construal levels. We show that people tend to process psychologically proximal events visually while processing distant events verbally; in turn, visual (verbal) processing leads to relatively low (high)-level construal.
[ to cite ]:
Dengfeng Yan, Jaideep Sengupta, and Jiewen Hong (2012) ,"Why Does Psychological Distance Influence Construal Level? the Role of Processing Mode", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 66-69.