Thus, study 3 contributes both to our understanding of hyperopia and to the growing literature on the multifaceted nature of construal-level theory (Kardes, Cronley, and Kim 2006; Trope et al. 2007). By using different levels of construal, marketers are able to change perceptions of products’ attractiveness, thereby reducing the aversion of hyperopic consumers. This study also points out that construal level, though powerful, may yield divergent effects with regard to the same purchase situation depending on an individual’s underlying personality traits.