Construing in Purchases: the Effect of Purchase Type on Level of Construal

The different cognitive outcomes of thinking about experiential purchases and material purchases received rare attention in extant literature. Through six studies, this research demonstrates that thinking about experiential purchases evokes a higher construal level than thinking about material purchases. Analytical and affective processing modes mediate this effect.


Yu Gu and Rong Chen (2021) ,"Construing in Purchases: the Effect of Purchase Type on Level of Construal", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 917-917.


Yu Gu, Tsinghua University
Rong Chen, Tsinghua University


NA - Advances in Consumer Research Volume 49 | 2021

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