The Construal Level Fit Effect on Consumer Behaviors
Time and Location
Poster Session VIII - Board: VIII-143
Saturday May 24, 2008, 4:00 PM - 5:00 PM
We examined the effect of construal level fit on the selection of products. When product category, type of advertising messages and expected purchase time were congruent, the product itself and its advertising messages were preferred. It suggests that the fitness of construal level affects consumer behaviors on product selection.