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When Does a Higher Construal Level Increase or Decrease Indulgence? Resolving the Myopia versus Hyperopia Puzzle
Ravi Mehta, Rui (Juliet) Zhu and Joan Meyers-Levy
Journal of Consumer Research
Vol. 41, No. 2 (August 2014), pp. 475-488
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/10.1086/676968
Page Count: 14
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Existing inquiry on self-control reveals an inconsistency. The mainstream research on myopic behavior suggests that consumers’ use of a high versus low construal level should lead them to exhibit less indulgence. However, more recent work on hyperopia implies the opposite. This research attempts to resolve this discrepancy. In particular, it is proposed and demonstrated that the level at which a consumer construes information (i.e., abstract vs. concrete), interacts with his or her self-focus, and both factors jointly determine a consumer’s indulgence level. When the self is not salient, outcomes implied by the myopia literature ensue. But when the self is focal, the opposite outcomes anticipated by the hyperopia literature obtain.
© 2014 by JOURNAL OF CONSUMER RESEARCH, Inc.