Self-Construal and Temporal Distance

Angela Y. Lee, Northwestern University
Gerri Spassova, Cornell University
Three experiments explore the relationship between self-view and temporal construal and its implications for consumer research. Studies 1 and 2 provide evidence that an independent self-view is associated with high-level abstract representations that are more distant in time, and an interdependent self-view is associated with low-level specific representations that are temporally proximal. Study 3 explores the implications of these findings for consumer research by demonstrating that a fit between one’s self-view and the temporal framing of a marketing message leads to systematic changes in message effectiveness and product appeal. The psychological processes driving these persuasion effects are discussed.
[ to cite ]:
Angela Y. Lee and Gerri Spassova (2008) ,"Self-Construal and Temporal Distance", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 841-842.