消费者的解释水平对其选择偏好的影响

Effect of Consumer's Construal Level on the Choice Preference

解释水平理论已广泛应用于消费者行为等领域。人们倾向于用低水平的、具体的和背景化的特点去表征近距离的事物,用高水平的、抽象的和一般化的特点去表征远距离的事物。解释水平理论起源于时间解释理论,随后扩展到空间距离、社会距离和概率等。本文从中心特征与外周特征、愿望性与可行性、正面理由与反面理由、理想价值与现实考量、可比与不可比属性五个方面阐述了解释水平对消费选择偏好的影响,并提出了新的研究方向。

Construal level theory （CLT） has been widely used in some fields including consumer behavior. People would like to construe objects or events that are psychologically near in terms of low-level, de- tailed, and contextualized features, whereas they construe the same objects or events in terms of high-lev- el, abstract, and stable features. CLT is originated from temporal construal and extends to space distance, spatial distance and probability. We will describe the effect of consumer＇s construal level on the choice preference on central vs. peripheral features, feasibility vs. desirability, pros vs. cons. idealistic values vs. pragmatic concerns, and alignable versus nonalignable attributes. Finally, we put forward new directions.