We next turn to the question of whe

We next turn to the question of whether marketers can make luxury products more attractive to the hyperopic consumer by externally manipulating the manner in which the product is construed in marketing communications. Study 3 uses advertisements as a means of externally changing the construal level of an indulgent product. Use of advertisements allows us to test whether moderation of hyperopic tendencies could be achieved by framing a luxury product at a high level of construal. If high hyperopia consumers can be encouraged to view the luxury product as a good investment (i.e., as a long-term gain), it should become less of a threat to their long-term outcomes and therefore mediate purchase likelihood, consistent with hypotheses 4 and 5.