Analytical Framework For Construal Level Theory That Incorporates Discounting

By incorporating discounting into construal level theory, this research proposes a framework that can explain various preference reversals along general psychological distances. We posit two properties of a discount rateā€”the magnitude effect and the sign effect, which are subsequently validated by survey studies of lottery choices.


Makoto Abe and Mitsuru Kaneko (2020) ,"Analytical Framework For Construal Level Theory That Incorporates Discounting", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 11-15.


Makoto Abe, The University of Tokyo
Mitsuru Kaneko, Kyoto Women’s University


NA - Advances in Consumer Research Volume 48 | 2020

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