Empirical Applications of Construal Level Theory

  • Typ:Bachelor-/Masterarbeit
  • Betreuer:

    Dominik Ebinger

  • Zusatzfeld:

    intern

  • Empirical Applications of Construal Level Theory


    Construal Level Theory (CLT) is a theory that describes the relationship between psychological distance and mental construal. Depending on the psychological distance people plan about the future by forming more or less abstract construals. Psychological distance is large if objects are for example (1) remote in time, (2) remote in space, or (3) unlikely to occur (Liberman and Trope 2008; Trope et al. 2007).
    In contrast to the view that choice difficulty is an inherent property of the choice set, it can also be argued in line with CLT that choice difficulty depends on the mental representation of the choice options (Cho et al. 2013).
    When selling complex offerings in a b2b context the seller could also think about how the offering should be represented: (1) Should it be represented with a strong focus on technical details? (2) Or should it rather be represented with a focus on financial outcomes of a purchase decision?
    This thesis comprises the following points:
    1.    Summary of literature about CLT
    2.    Analysis of experiments using CLT
    3.    Experimental investigation of CLT in the context of b2b sales*
    *The third part is only relevant for Master theses but not Bachelor theses.
    If you are interested, please do not hesitate to contact me.
    Literature:
    •    Anderson, James C.; Narus, James A.; van Rossum, Wouter (2006): Customer value propositions in business markets. In Harvard business review 84 (3), 90-99.
    •    Cho, Eunice Kim; Khan, Uzma; Dhar, Ravi (2013): Comparing Apples to Apples or Apples to Oranges: The Role of Mental Representation in Choice Difficulty. In Journal of Marketing Research 50 (4), pp. 505–516. DOI: 10.1509/jmr.11.0389.
    •    Liberman, Nira; Trope, Yaacov (2008): The psychology of transcending the here and now. In Science (New York, N.Y.) 322 (5905), pp. 1201–1205. DOI: 10.1126/science.1161958.
    •    Terho, Harri; Haas, Alexander; Eggert, Andreas; Ulaga, Wolfgang (2012): ‘It's almost like taking the sales out of selling’—Towards a conceptualization of value-based selling in business markets. In Industrial Marketing Management 41 (1), pp. 174–185. DOI: 10.1016/j.indmarman.2011.11.011.
    •    Trope, Yaacov; Liberman, Nira; Wakslak, Cheryl J. (2007): Construal Levels and Psychological Distance: Effects on Representation, Prediction, Evaluation, and Behavior. In Journal of Consumer Psychology 17 (2), pp. 83–95. DOI: 10.1016/S1057-7408(07)70013-X.


    1    Publication bibliography
    Cho, Eunice Kim; Khan, Uzma; Dhar, Ravi (2013): Comparing Apples to Apples or Apples to Oranges: The Role of Mental Representation in Choice Difficulty. In Journal of Marketing Research 50 (4), pp. 505–516. DOI: 10.1509/jmr.11.0389.
    Liberman, Nira; Trope, Yaacov (2008): The psychology of transcending the here and now. In Science (New York, N.Y.) 322 (5905), pp. 1201–1205. DOI: 10.1126/science.1161958.
    Trope, Yaacov; Liberman, Nira; Wakslak, Cheryl J. (2007): Construal Levels and Psychological Distance: Effects on Representation, Prediction, Evaluation, and Behavior. In Journal of Consumer Psychology 17 (2), pp. 83–95. DOI: 10.1016/S1057-7408(07)70013-X.