Are Values Always Abstract? How Construal Level and Identities Influence the Use of Values on Green Consumption

Diego Costa Pinto, Reims Management School, France
Adilson Borges, Reims Management School, France
Construal level theory predicts that values will lead to behavior when consumers are in abstract construals. Five studies extend these findings by showing that values can also lead to expected behaviors under concrete construals. Specifically, findings demonstrate that in concrete (vs. abstract) construals, values work for close (vs. distant) identities.
[ to cite ]:
Diego Costa Pinto and Adilson Borges (2013) ,"Are Values Always Abstract? How Construal Level and Identities Influence the Use of Values on Green Consumption", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.