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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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