CONSTRUAL LEVEL THEORY AND CONSUMER BEHAVIOR: A DECADE OF STUDIES AND NEW RESEARCH POSSIBILITIES

Abstract

Study objective: To consolidate the recognition of consumer behavior studies related to Construal Level Theory (CLT). Methodology/approach: a literature review with Grounded Theory premises analyzes one hundred and sixteen articles published in ten journals. Main results: a fragmented field was identified in seven divisions: consumer choice, monetary, communication, self-control and indulgence, new triggers, product, and goals. The work also offers several new research questions that may assist in developing the identified subdivisions. Theoretical/methodological contributions: mapping the field of CLT research and consumer behavior, a situation not identified in the literature, creating and discussing opportunities for each of the themes in this field. Relevance/originality: literature reviews on the subject are rare and have not yet addressed consumer behavior. The purpose of this study is to propose a guide to new opportunities for studies that seek to understand the effects of levels of mental representation on consumer behavior.