An Analysis of Hyperopic Consumers’ Perception of Indulgence Behaviors

In this study of “hyperopia” (i.e., an aversion to indulgence) we examine how different construal levels of restriction goals influence hyperopic consumers’ perceptions of indulgence behaviors. We propose a multiple-level construal level setting to examine this phenomenon. Preliminary results show that hyperopic consumers are less likely to indulge when their restriction goals are construed at “high” rather than “low” level. However, when their restrictions are construed at higher or “ultimate” level, hyperopic consumers feel it easier to indulge than when the goals are construed at just a “high” level.


Wei Chen and Narasimhan Srinivasan (2011) ,"An Analysis of Hyperopic Consumers’ Perception of Indulgence Behaviors", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 604.


Wei Chen, University of Connecticut, USA
Narasimhan Srinivasan, University of Connecticut, USA


E - European Advances in Consumer Research Volume 9 | 2011

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