Construal‐Level Effects on Preference Stability,Preference‐Behavior Correspondence,and the Suppression of Competing Brands |
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| Authors: | Frank R Kardes Maria L Cronley John Kim |
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| Institution: | 1. Department of Marketing & Supply Chain Management, Fox School of Business, Temple University, 1801 Liacouras Walk, Philadelphia, PA 19122, United States;2. Information & Decision Sciences Department, Carlson School of Management, University of Minnesota, 321 19th Ave. S., Room 3-368, Minneapolis, MN 55455, United States;3. Department of Information Systems, W. P. Carey School of Business, Arizona State University, 300 E Lemon St, Tempe, AZ 85287, United States;4. Department of Marketing, Wisconsin School of Business, University of Wisconsin-Madison, United States;1. School of Management, Xiamen University, China;2. School of Business, Nanjing University, China;3. Faculty of Business Administration, The Chinese University of Hong Kong, Hong Kong, China;1. Department of Psychology, University of Salzburg, Austria;2. Department of Psychology, Ludwig-Maximilians-University of Munich, Germany;1. School of Business, University of International Business and Economics, Beijing 100029, PR China;2. Monash Business School, Monash University, Caulfield East, VIC 3145, Australia;3. Kellogg School of Management, Northwestern University, Evanston, IL 60208, USA |
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| Abstract: | Construal level theory (Trope & Liberman, 2003) suggests that construal level––or the degree of abstractness of mental representations––increases with temporal, spatial, or sensory distance. Three experiments show that the mere presence of a set of target brands at the time a choice is made encourages consumers to represent the brands in memory in terms of concrete lower‐level construals. Consequently, preference stability is higher, preference‐behavior consistency is greater, and product category‐identification latencies for competing brands are slower. Furthermore, the mere presence of target brands at the time of choice affects preference‐behavior consistency independent of the effects of direct experience. Implications for an understanding of spontaneous preference formation, preference representation, and preference elicitation are discussed. |
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