Seeing the Forest or the Trees: Implications of Construal Level Theory for Consumer Choice

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Attributes Versus Benefits: The Role of Construal Levels and Appeal Type on the Persuasiveness of Marketing Messages (2015, background): “According to Dhar and Kim (2007), CLT suggests that to enhance persuasiveness a message has to emphasize higher level aspects and de-emphasize lower level aspects, if it refers to decisions about more distal entities (e.g., future times).”
Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit (2008, unknown): “Very recently, researchers have linked construal levels to important aspects of consumer decision making, including the formation of consideration sets, methods for evaluating brands, and making purchase decisions (Dhar & Kim, 2007; Kardes, Cronley, & Kim, 2006; Trope, Liberman, & Wakslak, 2007).”
Giving from a distance: Putting the charitable organization at the center of the donation appeal (2013, background): “…space, social distance, and probability) affect mental construals of events, and these construals, in turn, guide people's choices, preferences, and behaviors in general (Trope et al., 2007) as well as more specifically in the consumer behavior domain (Dhar & Kim, 2007; Lynch & Zauberman, 2007).”