The Effect of Construal Matching on Consumers’ Evaluative Judgments

Susanna Y.N. Wong, The Chinese University of Hong Kong, China
Jessica Y.Y. Kwong, The Chinese University of Hong Kong, China
Psychological distance influences consumers to form evaluations based on different product features. We demonstrate that independent of its features, a product is evaluated more favorably when it is distant, or close, in various psychological distances than when it is distant in one dimension but close in another dimension.
[ to cite ]:
Susanna Y.N. Wong and Jessica Y.Y. Kwong (2011) ,"The Effect of Construal Matching on Consumers’ Evaluative Judgments", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.