Seeing oneself in one’s choices: Construal level and self-pertinence of electoral and consumer decisions

Building on previous research examining the implications for self-regulation and decision making of construing action at varying levels of abstraction, the authors proposed that construing action in terms of its abstract purposes facilitates orienting one’s decisions toward the standards, characteristics, and goals that define one’s desired self-concept. Consistent with this proposal, desiring for oneself a political candidate’s personal qualities predicted evaluating favorably (in Study 1) and voting for (in Study 2) that candidate to a greater extent among participants focused on the distal future (and presumably construing action at a relatively high-level of abstraction) than the proximal future (and presumably construing action at a relatively low-level of abstraction). Moreover, individuals chronically construing action in high-level terms responded more favorably to advertisements appealing to their desired self-concept (in Study 3) than to product quality. These findings’ implications for decision making are discussed.