2014 Volume 20 Issue 2 Pages 2_65-2_94
Recently, the “Construal Level Theory” developed by Trope and Liberman has strongly impacted consumer research, and a considerable number of studies have focused on it as one of the key constructs for investigating consumer behavior. As research progresses, reviewing the literature using construal level theory becomes a necessity.
We mainly reviewed published studies in journals related to marketing and consumer behavior, and classified the studies into four categories. Finally, we summarized the theoretical roles of construal level theory in consumer research and proposed a vision for future studies.
