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

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

【摘 要】

：

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 t

【作 者】

：

Yun He Shichang Liang Meirong Yuan Xuebing Dong 

【机 构】

：

Sun Yat-Sen Business School,Sun Yat-Sen University

【出 处】

：

华人学者营销协会,对外经济贸易大学

【发表日期】

：

2017年6期

【关键词】

：

future-directed thought prospection construal level visualization consumption ty 

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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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