THE ROLE OF BRANDING IN CONSTRUAL LEVEL THEORY

서지정보

ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC) ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : AJ Beltis, John Logan, Sukki Yoon, Kacy Kim, Gayatri Subramanian

영어 초록

Construal Level Theory (CLT) has been explored and researched in many different contexts. In an academic setting, the areas of CLT in time (temporal distance), physical space (spatial distance), and interpersonal/social distance are frequently revisited for the implications they may and often do have. High-level construals are associated with abstract thinking, while low-level construals are associated with more concrete thinking (Trope & Liberman, 2010). In today’s media-saturated world, it is important to understand how the branded messages the world receives affect the cognition of society as a whole. This project aims to explore what role, if any, branding and/or product placement has in the cognitive and performance abilities for various tasks. This will be tested by utilizing branded products in a task-completion challenge and measuring through both task performance and collected survey data from participants.
This project will focus on the construal levels of individuals and how the use of and/or the engagement with a socially proximal branded item will affect perceived spatial distance. A study from Van Kerckhove, Geuend, & Vermeir (2014) found that construal levels impact behaviors. The results of their 2014 published study showed that individuals with a high construal (i.e. they thought more abstractly) were linked to a strong inclination to look up, whereas when individuals had lower-level construals (i.e. thinking more concretely) they were more likely to have a behavior of looking down. This ties into their paper’s title quite nicely – “the floor is nearer than the sky” – in that looking down at what is perceivable and spatially proximal is less likely to be viewed as ambiguous or abstract.

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