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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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