The Effects of Construal Level Over Time

This research examines the moderating effect of the passage of time on construal level. Prior research treats construal level as a static concept. We find that with the passage of time, prior construal level results can be reversed, as this time allows individuals to think even more abstractly or concretely.


Frank May and Pryiali Rajagopal (2014) ,"The Effects of Construal Level Over Time", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 606-607.


Frank May, Pamplin College of Business, Virginia Tech USA
Pryiali Rajagopal, University of South Carolina, USA


NA - Advances in Consumer Research Volume 42 | 2014

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