Why Does Psychological Distance Influence Construal Level? the Role of Processing Mode
The primary objective of this research is to propose and test a mechanism to explain the effect of psychological distance on construal levels. We show that people tend to process psychologically proximal events visually while processing distant events verbally; in turn, visual (verbal) processing leads to relatively low (high)-level construal.
Dengfeng Yan, Jaideep Sengupta, and Jiewen Hong (2012) ,"Why Does Psychological Distance Influence Construal Level? the Role of Processing Mode", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 66-69.
Dengfeng Yan, University of Texas at San Antonio, USA
Jaideep Sengupta, Hong Kong University of Science and Technology, China
Jiewen Hong, Hong Kong University of Science and Technology,China
NA - Advances in Consumer Research Volume 40 | 2012
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