Construal Level Theory and Consumer Behavior

The three commentaries on our paper “Construal Levels and Psychological Distance: Effects on Representation, Prediction, Evaluation, and Behavior” offer insightful theoretical extensions and practical applications of construal level theory (CLT). We were inspired and challenged by the commentaries to elaborate on a number of issues, although our elaboration more often raises questions and speculations than provides definite answers. Owing to space limitations, however, we could discuss only some of the issues raised in the commentaries. The first set of issues concerns our theoretical framework, namely, similarities and differences among distance dimensions, the question of additional distances, the nature of the interaction among distances, and the relationship between psychological distance and construct of stimulus information sampling. The second set of issues concerns applications of CLT to consumer choice, namely, how to make better decisions, the nature of regret, and how people construct and process choice sets.     

When values matter: Expressing values in behavioral intentions for the near vs. distant future

It was predicted that because of their abstract nature, values will have greater impact on how individuals plan their distant future than their near future. Experiments 1 and 2 found that values better predict behavioral intentions for distant future situations than near future situations. Experiment 3 found that whereas high-level values predict behavioral intentions for more distant future situations, low-level feasibility considerations predict behavioral intentions for more proximate situation. Finally, Experiment 4 found that the temporal changes in the relationship between values and behavioral intentions depended on how the behavior was construed. Higher correspondence is found when behaviors are construed on a higher level and when behavior is planned for the more distant future than when the same behavior is construed on a lower level or is planned for the more proximal future. The implications of these findings for self-consistency and value conflicts are discussed.     

Age-related differences in word-retrieval but not in meaning generation

This study examines age-associated changes in retrieval on a picture-naming task, phonemic and semantic fluency tasks, and the Homophone Meaning Generation Test (HMGT). The sample included 152 Hebrew-speaking adults, half young (mean age 22.75) and half old (mean age 76.05). Groups differed on the picture-naming task and on both verbal fluency tasks, but not on the HMGT. Age explained a greater share of the variance than did education level on these three tests, whereas the opposite pattern of results was seen on the HMGT. We suggest that age-related word finding difficulties are attenuated when performance allows for semantic rather than phonological access.     

Achieving difficult agreements: Effects of Positive Expectations on negotiation processes and outcomes

Two studies demonstrate that negotiation processes and outcomes can be altered by the creation of Positive Expectations. Study 1 participants were American undergraduates seeking agreement with a confederate about allocation of funds to programs differentially favoring undergraduates vs. graduates. Study 2 participants were Israeli Business School students seeking agreement with an Arab confederate about allocation of funds to projects differentially favoring Israelis vs. Palestinians. In both studies prior information suggesting the consistent success of previous dyads prompted acceptance of the confederate’s “final proposal” whereas merely urging participants to try to reach agreement resulted in consistent rejection of the same proposal. Moreover, participants reaching agreement in these Positive Expectations conditions subsequently offered more positive assessments of the negotiation process and of their counterpart than those doing so in control conditions. The theoretical and applied relevance of these findings, including the role played by post-agreement dissonance reduction, are discussed.     

Inferences from decision difficulty

We propose that people infer the relative attractiveness of the choice alternatives from decision difficulty. A difficult decision signifies that the alternatives are close to each other in attractiveness, and an easy decision signifies that the alternatives are remote from each other in attractiveness. In Study 1, observers used reported decision difficulty to infer preferences of the decision maker. Studies 2-4 showed that inferences about the source of one’s own decision difficulty may affect a decision maker’s preferences. Study 4 integrates the notion of inferences from decision difficulty with dissonance theory, showing that in repeatable decisions difficulty reduces post-decisional spreading of alternatives, as predicted by our model, whereas with one-time decisions, difficulty enhances post-decisional spreading of alternatives, as predicted by dissonance theory.     

The effect of temporal distance on level of mental construal

Four studies examined the prediction of construal level theory that the more distant future events would be construed in higher-level, more abstract, and simple terms. Objects were categorized into broader categories when they pertained to distant future situations than to near future situations (Study 1). Positive and negative experiences in the more distant future were expected to be more prototypical—less variable and more extreme (Study 2). More distant future coping experiences were expected to be less variable (Study 3). Preferences for events and activities that were expected in the distant future were organized around simpler structures than preferences for the same events when they were expected in the near future (Study 4). These results support the principle of temporal construal, according to which the more distant future is represented in a more schematic, abstract, and coherent way.     

Scaffolding dynamically toward change: Previous and new perspectives

This article follows the evolving meaning of scaffolding from the original definition denoting high asymmetry of knowledge and low mutuality of responsibility to various other values on these two dimensions. Parallel trajectories in the development of scientific theories or concepts and the power of scaffolding as a metaphor are suggested explanations for this evolution. Scaffolding is defined for an ensemble as a unit that includes the social and physical context of the activity and any number of interacting participants. Scaffolding within an ensemble can be analyzed by interrelating variability in the scaffoldees’ activity to simultaneous variability in the scaffolders’ activity across time, both tracing an observable “Zone of Current Development”. The interrelations between the scaffolders’ and scaffoldees’ zones distinguish successful from inefficient scaffolding. The suggested definition and analytic framework can be applied to vast variations in scaffolding, including borderline cases that nonetheless shed light on the nature and variability of scaffolding.