Mehta, Ravi; Rui (Juliet) Zhu; Meyers-Levy, Joan - In: Journal of Consumer Research 41 (2014) 2, pp. 475-475
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...