Construal Level Theory and its role in shaping negative affective expectations: An extension from the rosy view phenomenon


Blečić, Aleksandar ; Kuester, Sabine ; Rupertus, Alexander



URL: https://proceedings.emac-online.org/index.cfm?abst...
Document Type: Conference presentation
Year of publication: 2024
Volume: A2024-118353
Conference title: EMAC 2024, The 53rd Annual Conference of The European Marketing Academy
Location of the conference venue: Bukarest, Romania
Date of the conference: 28.-31.05.2024
Place of publication: Bucharest
Publishing house: EMAC
Related URLs:
Publication language: English
Institution: Business School > Marketing & Innovation (Kuester 2005-)
Subject: 330 Economics
Abstract: According to the rosy view phenomenon, individuals often remember events such as vacations or leisure trips more positively than they were in reality because positive expectations shape the subsequent recall of these events. Despite various theoretical propositions, an understanding of the rosy view phenomenon is missing in previous research. This study proposes the Construal Level Theory (CLT) as a parsimonious explanation for the rosy view effect and examines this notion using a longitudinal survey. Furthermore, this study investigates whether the CLT operates similarly for consumer experiences with positive and negative affective expectations. Using a scenario experiment and automated text analysis, we find that a general principle of the CLT, which states that mental representations of events become more abstract with increasing temporal distance, is violated for events with negative expectations. Overall, our findings test an explanation for the rosy view effect and identify an important boundary condition for the CLT.




Dieser Eintrag ist Teil der Universitätsbibliographie.




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