The Effect of Construal Matching on Consumers’ Evaluative Judgments

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.



Citation:

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.

Authors

Susanna Y.N. Wong, The Chinese University of Hong Kong, China
Jessica Y.Y. Kwong, The Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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