Construal theory states that indivi

Construal theory states that individuals view near-future or more proximal events in concrete terms, based on feasibility considerations, whereas distant-future or less proximal events are viewed in more abstract terms, based on desirability considerations (Liberman and Trope 1998; for reviews, see Liberman, Trope, and Stephan [2007] and Trope et al.[2007]). How might construal level help the hyperopic consumer? We have argued that hyperopic consumers operate under the assumption that indulgence-related behaviors are of little worth, always perceiving them as detrimental to long-term goals (Kivetz and Keinan 2006). If a focus on long-term outcomes is a driving force in hyperopia, con-struing an indulgence goal or luxury item at a higher level should reduce the perceived difficulty of the goal by aligning it with positive long-term outcomes, reducing its aversive-ness as a threat and increasing its attractiveness as a long-term gain. Thus, the hyperopic consumer’s ability to pursue an indulgence goal successfully should be increased through the use of a high-level construal.