The Role of Consumption Type on the “Looking” of Future-Directed Direction A Construal-Level Perspec

来源 :华人学者营销协会,对外经济贸易大学 | 被引量 : 0次 | 上传用户:camel_xz
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  This research investigates the effect of consumption type on how consumers “look” the direction(up vs.down)through their minds eye.Basing on construal-level and visual perception theories,we propose that consumer who wants to purchase a hedonic product(vs.functional product)is a high-level(vs.low-level)mindset.
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