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Beyond Construal: Specifying the Distinct Emotional Consequences of Psychological Distance and Abstract Construal

In contrast to research that treats psychological distance and construal level as the same construct, the current research explores an alternative view that the emotional consequences of psychological distance for judgment and action are distinct from the emotional consequences of abstract thinking. Across four studies, we find evidence suggesting that distance promotes emotional detachment, whereas abstract thinking promotes a focus on positivity. Psychological distance reduces, but abstract thinking enhances, consumers’ willingness to buy desirable products (study 1), interest in social activities (study 2), and donation rates to charity (study 3). Furthermore, although both psychological distance and abstract thinking make aversive experiences feel less painful, psychological distance reduces, while abstract thinking enhances, the pleasure of appetitive experiences (study 4). We discuss how increased specificity regarding when and why the effects of psychological distance and abstract thinking diverge can improve marketing communication strategy and broaden existing theories of psychological distance.