Looking into the future: A match between self-view and temporal distance

Gerri Spassova, Angela Y. Lee

Research output: Contribution to journalArticlepeer-review

68 Scopus citations

Abstract

Representing an event in abstract (vs. concrete) terms and as happening in the distant (vs. proximal) future has been shown to have important consequences for cognition and motivation. Less is known about factors that influence construal level and perceived temporal distance. The present research identifies one such factor and explores the implications for persuasion. Four studies show that an independent self-view is associated with abstract representations of future events and with perceiving these events as happening in the more distant future, whereas an interdependent self-view is associated with concrete representations of future events and with perceiving these events as happening in the more proximal future. Furthermore, a match (vs. mismatch) between the temporal frame of an advertisement and the self-view of the recipient leads to systematic changes in advertisement effectiveness and product appeal. These results add to the construal level theory and the self literatures and have practical implications for advertisers.

Original languageEnglish (US)
Pages (from-to)159-171
Number of pages13
JournalJournal of Consumer Research
Volume40
Issue number1
DOIs
StatePublished - Jun 1 2013

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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