Study 3 enriches our understanding

Study 3 enriches our understanding of the way in which construal level may interact with hyperopic tendencies to alter behaviors. We argued that hyperopic consumers’ strong aversion to luxury products could be overcome by presenting luxury goods in terms of their higher-level benefits. In such cases, hyperopic consumers are prompted to perceive the indulgence as an investment that has implications for long-term financial health rather than simply as a threat to their long-term financial prosperity. To the extent that this shift is effected, the consumer exhibits a higher purchase likelihood for the product than he would had it been presented in terms of lower-level, more concrete benefits. Importantly, the effect of high-level construal is moderated by individual-level hyperopia. That is, purchase intentions of low and moderate hyperopic consumers do not gain substantially from such framing, as shown in figure 3.