The association between psychological distance and construal level: evidence from an implicit association test

According to construal level theory (N. Liberman, Y. Trope, & E. Stephan, in press; Y. Trope & N. Liberman, 2003), people use a more abstract, high construal level when judging, perceiving, and predicting more psychologically distal targets, and they judge more abstract targets as being more psychologically distal. The present research demonstrated that associations between more distance and higher level of construal also exist on a pure conceptual level. Eight experiments used the Implicit Association Test (IAT; A. G. Greenwald, D. E. McGhee, & J. L. K. Schwartz, 1998) to demonstrate an association between words related to construal level (low vs. high) and words related to four dimensions of distance (proximal vs. distal): temporal distance, spatial distance, social distance, and hypotheticality. In addition to demonstrating an association between level of construal and psychological distance, these findings also corroborate the assumption that all 4 dimensions of psychological distance are related to level of construal in a similar way and support the notion that they all are forms of psychological distance.     

心理距离对风险决策框架效应的影响

解释水平理论是一种解释心理距离怎样影响个体的思维决策的社会认知理论。研究基于解释水平理论,探查了心理距离对风险决策框架效应的影响。实验从心理距离的四个维度入手,每个维度均采用2（解释水平高、低）×2（正框架、负框架）的被试间设计,用于检验解释水平是否调节框架对被试决策任务的选择。结果表明,当心理距离越远,解释水平越高时,被试产生明显的框架效应;而当心理距离越近,解释水平越低时,框架效应明显减弱。除了大概率情况下的框架效应削弱至不显著,其余维度的高、低解释水平下的框架效应均显著。     

心理距离对后悔的影响*

基于解释水平理论,考察了心理距离的不同维度对后悔程度的影响。本研究从心理距离的四个维度展开,时间距离采用组内设计,空间距离、社会距离和概率维度采用单因素完全随机设计,312名被试随机分配至各个维度参与实验处理,检验不同心理距离是否调节着后悔程度,其中有效数据275份。结果表明:在时间距离、空间距离、社会距离、概率和假设性条件下,均出现决策时心理距离越近,对决策事件或客体的解释水平越低,随后在获得负性结果反馈时体验到的后悔就越强烈。由此可见,决策事件的心理距离越近,后悔程度越大。     

Construing Consumer Decision Making

Understanding how consumers represent outcomes and weigh different decision criteria is critical to consumer behavior research. Construal‐level theory articulates how psychological distance alters the mental representation of inputs and the effective weight given to “high‐level” and “low‐level” criteria. Trope, Liberman, and Wakslak (2007) provide a review of this literature. In this commentary, we illustrate the relevance of construal‐level theory to issues in consumer psychology, particularly consumer decision making. We highlight specific questions that researchers could address by considering consumer behavior within the framework of changes in construal. We focus our discussion on how construal levels affect consideration sets and how shifts in weight from high‐level to low‐level features might lead to consumer regret and dissatisfaction. Construal level can help us understand follow‐through on stated intentions for “really new” products and illuminate public‐policy issues such as consumer saving for retirement and nonredemption of rebates. We identify open issues related to how construal levels for the same object evolve over time and whether resources differ in terms of how susceptible they are to psychological distance effects.     

Interpersonal similarity as a social distance dimension: Implications for perception of others’ actions

Building on the assumption that interpersonal similarity is a form of social distance, the current research examines the manner in which similarity influences the representation and judgment of others’ actions. On the basis of a construal level approach, we hypothesized that greater levels of similarity would increase the relative weight of subordinate and secondary features of information in judgments of others’ actions. The results of four experiments showed that compared to corresponding judgments of a dissimilar target, participants exposed to a similar target person identified that person’s actions in relatively more subordinate means-related rather than superordinate ends-related terms (Experiment 1), perceived his or her actions to be determined more by feasibility and less by desirability concerns (Experiment 3), and gave more weight to secondary aspects in judgments of the target’s decisions (Experiment 2) and performance (Experiment 4). Implications for the study of interpersonal similarity, as well as social distance in general, are discussed.     

解释水平对自我控制的影响

解释水平理论认为自我控制是人们依据对事件整体的高解释水平方式而非局部的低解释水平方式做出决策和完成任务。对时间折扣、坚持和健康行为以及前瞻性自我控制的研究表明高解释水平会促进自我控制。高解释水平是通过改变对诱惑的加工(包含对诱惑的态度和诱惑的激活模式)来促进自我控制, 但这种促进作用会受到目标和任务属性(重要性、难度、效价、完成时间和呈现方式)以及解释水平线索属性(外显和内隐)的调节。解释水平理论视角下的自我控制研究可以拓宽自我控制双系统理论和资源理论的视野, 如提供可能的边界条件和认知机制。未来研究还需要深入挖掘解释水平影响自我控制的内在机制和生理基础, 重视心理距离的影响以及加强对自控能力的长期追踪研究。     

社交线索对害羞者社交行为倾向的影响

以89名高害羞者和84名低害羞者为被试,以基于虚拟社交情境中的愤怒面孔线索、愉快面孔线索和中性面孔线索为刺激材料,采用线索暴露范式探讨了社交线索对害羞者社交行为倾向的影响。实验结果表明,相对于中性面孔线索,愤怒面孔线索对高害羞者的社交退缩行为倾向具有显著的诱发作用,而愉快面孔线索对其社交行为倾向具有促进作用。该研究为解释高害羞者社交障碍的特征提供了实验证据,并为如何减少高害羞者的退缩行为进而消除其社交障碍提供了一定的思路。     

心理距离与建构水平的双向作用关系

心理距离概念源于时间建构理论,以自我为中心,参照点是此时此地自己的直接经验,并沿不同维度向外扩展,形成通常所认为的时间、空间、社会距离和假设性四个维度。本文述评了心理距离与建构水平的双向作用关系及其产生原因,即远心理距离使人采用核心、去背景化特征表征事物,近心理距离使人采用外围、背景化特征表征事物;反之,高水平建构使人感知到远心理距离,低水平建构使人感知到近心理距离。未来研究应关注非自我参照点的客观距离与建构水平的关系,以及心理距离与建构水平关系的心理物理学研究等。     

解释水平理论的应用及发展

解释水平是指人们对于事物表征的不同抽象水平, 这一抽象水平有高有低。早期的研究侧重于探讨解释水平变化的底层心理机制, 即心理距离对于解释水平的影响。而近年来, 研究者侧重于解释水平理论的应用研究, 即探讨它在说服、谈判、消费者行为等领域的应用。这一应用体现在营销及消费者行为研究、社会认知研究、决策及协商研究、社会化研究中。另外, 解释水平理论的应用研究, 还推动了其底层心理机制研究的发展, 进一步完善了其理论体系。     

解释水平理论完善过程中的四个问题

经过多年发展,解释水平理论的理论基础、理论机制、理论应用都得到了系统的总结。但是,在解释水平理论的完善过程中,还存在一些问题。第一,解释水平的变化是否完全基于心理距离的变化;第二,解释水平与心理距离的因果关系问题;第三,解释水平的变量属性界定问题;第四,解释水平间接操纵与直接操纵的效果比较。这些问题都涉及到了解释水平理论中的概念和作用机制,需研究者们进一步探讨。     

When not to accentuate the positive: Re-examining valence effects in attribute framing

While the expanding body of attribute framing literature provides keen insights into individual judgments and evaluations, a lack of theoretical perspective inhibits scholars from more fully extending research foci beyond a relatively straightforward examination of message content. The current research applies construal level theory to attribute framing research. The authors conduct a meta-analysis of 107 published articles and then conceptually expand this knowledge base by synthesizing attribute framing research and construal level concepts. Results suggest that attribute framing is most effective when there is congruence between the construal level evoked in a frame and the evaluator’s psychological distance from the framed event. A follow-up experiment confirms that the congruence between a frame’s construal level and psychological distance—not simply its valence—appears to be driving attribute framing effects. This research proposes to shift the focus in attribute framing research from that of message composition to a more complex relationship between the message and the recipient.     

不同促销方式对产品购买决策的影响—— 基于解释水平理论视角的研究

赠品促销与价格促销对消费者购买决策的影响研究结果尚存在分歧。根据解释水平理论, 通过三个实验探究了赠品促销产品组合与价格促销产品组合在不同任务类型、不同时间距离条件下的促销效果差异。结果表明：(1)不同时间距离下, 消费者对促销产品决策存在差异。赠品促销方式在近期将来购物场景下的促销效果比在远期将来购物场景下的促销效果更好; 价格促销方式在远期将来购物场景下的促销效果比在近期将来购物场景下的促销效果更好。价格支付意愿任务下, 消费者对远期将来场景下促销产品的感知价值比近期将来购物场景下促销产品的感知价值高; 购买可行性任务下, 消费者对近期将来购物场景下促销产品的感知价值比远期将来购物场景下促销产品的感知价值高。(2)时间距离对促销方式与任务类型的表征水平匹配关系有增强、扩大作用。购买可行性任务下, 与远期将来时间相比, 消费者更倾向于在近期将来时间条件下选择赠品促销产品组合。价格支付意愿任务下, 与近期将来时间相比, 消费者更倾向于在远期将来时间条件下选择价格促销产品组合。     

伦理消费者为何“言行不一”:解释水平的视角

伦理消费(Ethical consumption,EC)是指消费者在获取、使用或处置产品时考虑到个人消费行为对社会、环境或动物福祉的影响。虽然伦理消费日渐流行,但在金钱支付时伦理消费的态度却往往难以转化为实际的行为,即言行不一。本文从解释水平理论视角出发,以"心理距离→解释水平→个体反应"为分析框架展开。从时间维度上来说,在态度评价阶段和产品选择阶段两个时间点上,消费者与伦理产品的心理距离远近不同,分别激活了高低解释水平表征;高低解释水平下个体在动机和认知上又存在诸多差异,这种差异导致两个阶段的反应不同,继而出现伦理消费者态度与行为的分离。未来研究应重点关注如何根据解释水平理论有效提高伦理消费行为。     

异性交友决策任务上为不同心理距离他人决策的风险偏好

使用中国文化背景下修订的Beisswanger等人的异性交友决策问卷, 采用2种方法操纵自我-他人心理距离, 考察了男女大学生在后果严重性不同的异性交友决策任务上为不同心理距离他人决策风险偏好的差异。实验1发现, 被试为具体和笼统他人决策时的风险偏好无显著差异, 在后果不严重任务上比后果严重任务上更冒险, 男性比女性更冒险。心理距离与决策者性别的交互作用显著：男性为具体他人决策更冒险, 而女性为笼统他人决策更冒险。实验2发现, 被试为不相似他人比为相似他人决策更冒险, 在后果不严重任务上比在后果严重任务上更冒险, 男性比女性更冒险。后果严重性与决策者性别交互作用显著：男性在后果严重和不严重任务上的风险偏好无显著差异, 而女性在后果不严重任务上比后果严重任务上更冒险。综合两个实验的结果, 可以得出以下结论：相对于具体和笼统他人的区分而言, 相似和不相似他人的区分是一种更加稳定和有效的区分自我-他人心理距离的方法。结合相关研究及理论对结果进行了讨论。     

Spontaneous trait inference and construal level theory: Psychological distance increases nonconscious trait thinking

Can psychological distance affect how much perceivers form spontaneous trait inferences (STI) from others’ behaviors? On the basis of construal level theory (CLT) which posits that distant (vs. near) entities are represented more in terms of their abstract, global, and decontextualized features, we predicted that perceived distance would increase the tendency for perceivers to draw spontaneous trait inferences from behavioral information about actors. In two experiments, participants learned about people who were perceived as being distant or proximal to the self, and STI formation was subsequently assessed. We found that perceivers were more likely to form STIs about distant vs. near actors from the same behavioral information. These findings generalized across two distance dimensions: space and time. In addition, we found that priming individuals to adopt a high-level (vs. low-level) construal mindset also resulted in increased STI (Experiment 3). In sum, psychological distance facilitates STI formation, and this occurs via high-level construal of actors and their behaviors.     

Categorization by groups and individuals

Categorization is a core psychological process that is central to decision making. While a substantial amount of research has been conducted to examine individual categorization behavior, little is known about how the outputs of individual and group categorization may differ. Four experiments demonstrate that group categorization differs systematically from individual categorization in the structural dimension of category breadth: categorizing the same set of items, groups tend to create a larger number of smaller categories than individuals. This effect of social context is a function of both taskwork and teamwork. In terms of taskwork, groups’ greater available knowledge mediates differences in category breadth between individuals and groups by increasing utilized knowledge (study 2). In terms of teamwork, task conflict moderates the effect of social context on category breadth (study 3). Moreover, the experience of categorizing individually or in a group influences individuals’ subsequent judgments (study 4).     

The effects of time perspective and level of construal on social distance

Psychological causes of social distance were examined from the perspective of Construal Level Theory (CLT; Liberman, Trope, & Stephan, 2007), which predicts that temporal distance from and abstract construal of a social target would create perception of social distance. Our studies demonstrate that expectations for temporally remote (versus proximal) social interaction produce greater social distance from a target person, measured as reduced familiarity (Study 1) and as reduced similarity to the self (Study 2). We also show that a more abstract, higher level construal of a social target results in less familiarity (Study 3) and in less allocation of resources (Study 4). The research sheds light on how social closeness can be promoted or hindered by previously unaddressed psychological factors.     

The role of epistemic motivation in individuals’ response to decision complexity

Integrating findings on the effects of more alternatives with findings on the effects of more attributes, we offer a motivational decision-making model, suggesting that epistemic motivation moderates individuals’ responses to complex information. Study 1 empirically investigated the shared essence of four conceptualizations of epistemic motivation, further distinguishing it from the maximizing/satisficing motivation. A series of experiments indicate that epistemic motivation moderates the effect of complex information on one’s discomfort with a decision (Studies 2–4) and on the tendency to implement one’s choice in action (Study 3). Taken together, our findings indicate that individuals with low epistemic motivation experience more discomfort and are less likely to implement their decision when faced with complex information whereas those high on epistemic motivation portray a weaker or even an opposite effect. The consistent findings across conceptualizations (dispositional Need-for-Cognitive-Closure and manipulated Openness vs. Conservation values) indicate the robustness of the findings and the important role of epistemic motivation in complex decisions.     

“己之所欲”还是“成人之美”？解释水平视角下个体赠送-接受礼物的偏好不对称性

解释水平理论被广泛应用于消费研究领域。本研究以解释水平理论为理论基础,采用情境问卷调查方法,通过5个实验探讨个体赠送与接受礼物时是否存在性别和角色偏好的不对称性。结果发现,一般情境下,受性别因素影响,男生偏好赠送和接受工具性礼物,女生偏好赠送和接受表达性礼物。但随着心理距离（社会距离和空间距离）的拉近,个体的解释水平降低,更关心他人的喜好和需求,赠送者会更基于接收者的偏好进行礼物选择。     

Construal Levels and Psychological Distance: Effects on Representation,Prediction, Evaluation,and Behavior

Construal level theory (CLT) is an account of how psychological distance influences individuals’ thoughts and behavior. CLT assumes that people mentally construe objects that are psychologically near in terms of low‐level, detailed, and contextualized features, whereas at a distance they construe the same objects or events in terms of high‐level, abstract, and stable characteristics. Research has shown that different dimensions of psychological distance (time, space, social distance, and hypotheticality) affect mental construal and that these construals, in turn, guide prediction, evaluation, and behavior. The present paper reviews this research and its implications for consumer psychology.