کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
882585 | 911954 | 2006 | 10 صفحه PDF | دانلود رایگان |
Construal level theory (Trope & Liberman, 2003) suggests that construal level––or the degree of abstractness of mental representations––increases with temporal, spatial, or sensory distance. Three experiments show that the mere presence of a set of target brands at the time a choice is made encourages consumers to represent the brands in memory in terms of concrete lower-level construals. Consequently, preference stability is higher, preference-behavior consistency is greater, and product category-identification latencies for competing brands are slower. Furthermore, the mere presence of target brands at the time of choice affects preference-behavior consistency independent of the effects of direct experience. Implications for an understanding of spontaneous preference formation, preference representation, and preference elicitation are discussed.
Journal: Journal of Consumer Psychology - Volume 16, Issue 2, 2006, Pages 135-144