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The Impact of Psychological Distance and Construal Level on Consumers’ Responses to Taboos in Ad

Research
Marketing, Sales and Communication

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For different product categories and across different taboo types, different distance dimensions, and different construal-level manipulations, an increase in the psychological distance (or construal) level attenuates consumers’ unfavorable attitudinal and behavioral reactions while a decrease in the psychological distance (or construal) level intensifies consumers’ responses.

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Keywords

advertising, behevior, comportement, consumer, marketing, publicité, taboo

Author(s)

THEODORAKIS Ioannis

Professor

INSEEC-U

Institution(s)

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