The Effect of Construal Level on Consumers’ Anticipations Involving Ethical Behavior

Nelson Amaral, University of Minnesota, USA
Joan Meyers-Levy , University of Minnesota, USA
This research explores how variations in consumers’ construal level influence unethical behavior. Tests of mediation indicate that by changing the relative priority placed on the desirability of end-state goals or the feasibility of accomplishing those goals, changes in construal level have predictable effects on both actual and expected unethical behavior.
[ to cite ]:
Nelson Amaral and Joan Meyers-Levy (2013) ,"The Effect of Construal Level on Consumers’ Anticipations Involving Ethical Behavior", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.