The Moderating Role of Construal Level on Effectiveness of Purchase-Contingent Donations

Nara Youn, Hongik University, South Korea
Yun Lee, University of Iowa, USA
We document that the effectiveness of purchase-contingent donations moderated by customers’ construal level differs by product type. Abstract thinkers evaluate the product more favorably when donation is linked with hedonic product, and the guilt of consuming hedonic product was alleviated significantly more for abstract thinkers than concrete thinkers.
[ to cite ]:
Nara Youn and Yun Lee (2012) ,"The Moderating Role of Construal Level on Effectiveness of Purchase-Contingent Donations", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1109-1109.