Drawing on construal level theory, this research proposes that consumers’ reliance on price (vs. feature-specific product attributes) for making quality inferences will be enhanced when the judgment is psychologically distant (vs. close). For example, the impact of price (attributes) on...

This study draws on differences between men and women’s attitudes about sex, either as an end in itself (men) or as inextricably linked to relationship commitment (women) to understand attitudes toward the gratuitous use of sex in advertising. In line with predictions, four experiments showed...

This research examines how consumers use base rate (e.g., disease prevalence in a population) and case information (e.g., an individual’s disease symptoms) to estimate health risks. Drawing on construal level theory, we propose that consumers’ reliance on base rate (case information) will be...