Poster

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
Exhibit Hall

Seong Joon Lim
Yonsei University, Seoul, South Korea

Haewon Yoon
Yonsei University, Seoul, South Korea

Jee Eun Lee
Yonsei University, Seoul, South Korea

Kyung Soo Lee
Yonsei University, Seoul, South Korea

Seongmin Hwang
Yonsei University, Seoul, South Korea

Abstract
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.

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Shelly E. Taylor