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- Title
Living with restrictions: The duration of restrictions influences construal levels.
- Authors
Sarial‐Abi, Gülen; Ulqinaku, Aulona; Mokarram‐Dorri, Sadaf
- Abstract
Many people live with restrictions in their daily lives. Overlooked in past research is how individuals who experience restrictions construe information. We propose that individuals with temporary (permanent) restrictions adopt a more concrete (abstract) level of construal. Theoretically, perceptions of loss of control explain the construal level of consumers with temporary (vs. permanent) restrictions. We tested our hypotheses in a series of four quasi‐experiment studies both in the field and online, including samples of individuals with diabetes and celiac disease. The results show that individuals who experience temporary (permanent) restrictions adopt more concrete (abstract) levels of construal, which results in their preference for products that communicate brand (category) attributes and shelves that contain only restriction‐related (mixture of restriction‐ and no restriction‐related) products. These findings extend developments in the literature on restrictions and construal level theory by showing the effects of duration of restrictions on individuals' mindset and generate actionable implications for marketers and policymakers.
- Subjects
RESTRICTIONS; SOCIAL perception; HUMAN information processing; EVERYDAY life; PEOPLE with diabetes; CELIAC disease; BRAND image; MARKETING personnel
- Publication
Psychology & Marketing, 2021, Vol 38, Issue 12, p2271
- ISSN
0742-6046
- Publication type
Article
- DOI
10.1002/mar.21562