Construal level theory describes the different levels of
A) brand symbols in a marketing campaign.
B) brand extensions by a marketer.
C) abstractness in consumer associations.
D) image elaboration in consumer memory.
E) taxonomic categories in marketing.

Question

Quizplus · Accepted Answer

Construal level theory refers to the extent of abstractness in consumer associations. It suggests that consumers construe things differently depending on how far or near they are from the point of reference in time, space, or probability. For instance, consumers may perceive a product differently if they imagine it being used in the distant future rather than in the immediate present. This theory has implications for marketing, as marketers can influence consumers' construal levels by framing messages in ways that evoke specific associations.

Construal Level Theory Describes the Different Levels of