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.     

Two Is Not Always Better Than One: A Critical Evaluation of Two-System Theories

ABSTRACT— Over the past two decades, there has been an upsurge in theoretical frameworks alluding to the existence of two different processing systems that supposedly operate according to different rules. This article critically examines the scientific advance offered by these theories (in particular advances in the domains of reasoning, decision making, and social cognition) and questions their theoretical coherence as well as the evidence for their existence. We scrutinize the conceptual underpinnings of two-system models and explicate the assumptions underlying these models to see whether they are reasonable. We also evaluate the empirical paradigms used to validate two-system models and ponder about their explanatory strength and predictive power. Given the popularity of these models, we discuss the appeal of two-system theories and suggest potential reasons for their prevalence. We comment on the potential costs associated with these models and allude to the desired nature of potential alternatives. We conclude that two-system models currently provide little scientific advance, and we encourage researchers to adopt more rigorous conceptual definitions and employ more stringent criteria for testing the empirical evidence in support for two-system theories.     

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.     

MAINTAINING AMBIVALENCE: RELIGIOUS PRACTICE AND JEWISH IDENTITY AMONG ISRAELI TRADITIONISTS—A POST-SECULAR PERSPECTIVE

Based on personal interviews with 102 Israeli Jews who identify themselves as “traditionists” (I shall argue below on the merits of this neologism as the proper translation of the Hebrew noun masorti), the paper studies the meanings traditionists associate with their Jewish practice, and endeavours to decipher and reconstruct the unwritten (and often unformulated) code guiding traditionist practice. This code, the paper argues, revolves around the preservation of a valid, “thick” sense of modern, ethnonational Jewish identity. The first part of the paper examines the tendency to present traditionism as lacking a consistent guiding logic, and addresses the question of whether it should be dismissed as the simple preference of “comfortableness” and easiness over the demanding observance of strict Orthodoxy. The second part enquires into the issue of the guilt arising from the supposed inconsistency between traditionists’ ideas of the role of religious practice and their “selective” attitude towards it. The paper thus argues against the (mis-) understanding of traditionism as deficient religiosity. Arguing that such dismissal is nurtured on the dichotomous world view propagated by the secularization thesis, the paper suggests that a post-secular epistemology is better suited for the interpretive understanding of this phenomenon.     

The Katz-Francis Scale of Attitude toward Judaism: Internal Consistency Reliability and Construct Validity among Female Undergraduate Students in Israel

The Katz-Francis Scale of Attitude toward Judaism was developed to extend to the Jewish community a growing body of international research concerned to map the correlates, antecedents, and consequences of individual differences in attitude toward religion as assessed by the Francis Scale of Attitude toward Christianity. The internal consistency reliability and construct validity of the Katz-Francis Scale of Attitude toward Judaism were supported by data provided by 284 Hebrew-speaking female undergraduate students attending Bar-Ilan University. This instrument is commended for application in further research.     

Inclusive and exclusive modes of thinking: Studies of prediction, preference, and social perception during parliamentary elections

The 1999 Israeli multi-party parliamentary election was used for studying the effects of inclusive and exclusive modes of thinking. In three experiments, we tested a theoretical framework whose major elements are the justification process, a distinction between middling and clearcut options, and the use of inclusion and exclusion threshold criteria. In Studies 1-2, respondents were asked to predict either of which parties would win seats in the parliament (inclusion) or which parties would fail to win seats in the parliament (exclusion). In Study 2, respondents were also asked to use inclusive or exclusive modes to indicate their preferences and in Study 3, they were asked to make either inclusive or exclusive judgments about the platforms of two extreme political parties. We found consistent discrepancies between the outcomes of inclusion and exclusion processes, such that choice sets generated in exclusion were larger than those generated in inclusion. A second major finding was the option effect, namely, the discrepancies between the two modes of thinking were larger for middling than for clearcut options. The third main finding was an expertise effect: the less knowledgeable respondents exhibited greater discrepancies than did the more knowledgeable ones. Our theoretical framework accounts for the inclusion-exclusion discrepancy, the option effect, and the expertise effect. We discuss the implications of these findings for judgment and choice in social settings and also for the understanding of question-form effects in opinion surveys—in particular, the allow-forbid effect.     

The pros and cons of temporally near and distant action

The present research demonstrated that in considering an action, considerations against (con) the action tend to be subordinate to considerations in favor of (pro) the action in that cons are considered only if the level of pros is sufficient, whereas pros are considered independent of the level of cons (Studies 1A and IB). The authors therefore concluded that pros constitute a higher construal level than cons and predict, on the basis of temporal construal processes (Y. Trope & N. Liberman. 2003). that pros would be more salient in making decisions for the more distant future, whereas the reverse should hold for cons. As predicted, participants generated more pros and fewer cons toward new exam procedures (Study 2), public policies (Study 3), and personal and interpersonal behaviors (Studies 4-6) that were expected to take place in the more distant future. This research also examined the limiting conditions and the evaluative consequences of these shifts.     

Spatial distance and mental construal of social events

Construal-level theory proposes that increasing the reported spatial distance of events leads individuals to represent the events by their central, abstract, global features (high-level construal) rather than by their peripheral, concrete, local features (low-level construal). Results of two experiments indicated that participants preferred to identify actions as ends rather than as means to a greater extent when these actions occurred at a spatially distant, as opposed to near, location (Study 1), and that they used more abstract language to recall spatially distant events, compared with near events (Study 2). These findings suggest that spatially distant events are associated with high-level construals, and that spatial distance can be conceptualized as a dimension of psychological distance.     

Time-dependent gambling: odds now,money later

Four experiments investigated temporal changes in the influence of probability and payoffs on gambling. Using urn draws, the authors found in Experiment I that temporal distance increased the influence of payoffs and decreased the influence of probability on preferences. The authors found in Experiment 2 that in choosing among the more distant gambles, participants offered more reasons dealing with payoffs and fewer reasons dealing with probability. In Experiments 3 and 4, the authors extended the scope of these findings using a card game and a raffle. The results were interpreted in terms of a temporal construal process that highlights the desirability of outcomes in the distant future and the feasibility of attaining the outcomes in the near future.     

Information-gathering strategies in hypothesis-testing

Three experiments were conducted to investigate the informational factors affecting the kinds of questions people ask for testing a hypothesis about another's personality. In Experiment 1, subjects formulated by themselves questions to test either the hypothesis that the interviewee is polite or the hypothesis that he is impolite. The boundary of the hypothesis was set either at an extreme or at an intermediate point on the trait dimension. Experiment 2 also varied the location of the boundary, but the hypotheses concerned extroversion-introversion and subjects chose questions from a predetermined list of questions that asked either about extroverted features or introverted features and that were either low or high in diagnostic value. Both studies found that subjects preferred to ask about features that are consistent with the hypothesis only when the boundary was extreme. In contrast, diagnostic features were preferred in all conditions. Experiment 3 showed that subjects' judgment of the diagnosticity of the various kinds of questions for discriminating at different boundaries paralleled subjects' preferences among these questions. These results were interpreted as providing support for the diagnostic strategy in social information gathering.