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When Does a Higher Construal Level Increase or Decrease Indulgence? Resolving the Myopia versus Hyperopia Puzzle

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  • Ravi Mehta
  • Rui (Juliet) Zhu
  • Joan Meyers-Levy

Abstract

Existing inquiry on self-control reveals an inconsistency. The mainstream research on myopic behavior suggests that consumers' use of a high versus low construal level should lead them to exhibit less indulgence. However, more recent work on hyperopia implies the opposite. This research attempts to resolve this discrepancy. In particular, it is proposed and demonstrated that the level at which a consumer construes information (i.e., abstract vs. concrete), interacts with his or her self-focus, and both factors jointly determine a consumer's indulgence level. When the self is not salient, outcomes implied by the myopia literature ensue. But when the self is focal, the opposite outcomes anticipated by the hyperopia literature obtain.

Suggested Citation

  • Ravi Mehta & Rui (Juliet) Zhu & Joan Meyers-Levy, 2014. "When Does a Higher Construal Level Increase or Decrease Indulgence? Resolving the Myopia versus Hyperopia Puzzle," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(2), pages 475-488.
    • Handle: RePEc:oup:jconrs:doi:10.1086/676968
    DOI: 10.1086/676968
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    Cited by:

    1. Maferima Touré-Tillery & Lili Wang, 2022. "The Good-on-Paper Effect: How the Decision Context Influences Virtuous Behavior," Marketing Science, INFORMS, vol. 41(5), pages 1004-1024, September.
    2. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    3. Didi Alaoui, Mohamed & Valette-Florence, Pierre & Cova, Véronique, 2022. "How psychological distance shapes hedonic consumption: The moderating role of the need to justify," Journal of Business Research, Elsevier, vol. 146(C), pages 57-69.
    4. Ishikawa, Yoshiko & Okada, Erica Mina, 2021. "Hedonic Alternatives in a Simple Choice Context," Hitotsubashi Journal of commerce and management, Hitotsubashi University, vol. 54(1), pages 1-14, January.
    5. Heydari, Ali & Laroche, Michel & Paulin, Michèle & Richard, Marie-Odile, 2021. "Hofstede's individual-level indulgence dimension: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    6. Rathee, Shelly & Masters, Tamara M. & Yu-Buck, Grace F., 2022. "So fun! How fun brand names affect forgiveness of hedonic and utilitarian products," Journal of Business Research, Elsevier, vol. 139(C), pages 44-55.

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