3. Psychological Distance and Consumer Behavior A Construal Level Theory Perspective

3. Psychological Distance and Consumer Behavior
A Construal Level Theory Perspective

CONSTRUAL LEVEL THEORY

1.     Level of Construal

2.     Psychological Distance

3.     Psychological Distance and Level of Construal

4.     Primary versus Secondary Sources of Value

A.     Desirability versus Feasibility

B.      Payoffs versus Probability in Gambles

C.      Considerations in Favor versus Against a Choice

D.     Self-Control

E.      Affective Influences on Choice

F.      Taking One’s Values into Account

5.     Satisfaction and Regret

A.     Prediction of Satisfaction

B.      Regret

C.      Mental Distancing and Mental Approximation

CONCLUSION