Sellers and buyers with lower construal levels are more likely to reach second-hand transactions: The focus-separation effect between sellers and buyers

doi:10.3724/SP.J.1041.2024.01141

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SUN Qingzhou, GAO Qingde, WU Bao, HUANG Jingru, GUO Haozhi, JIANG Chengming. (2024). Sellers and buyers with lower construal levels are more likely to reach second-hand transactions: The focus-separation effect between sellers and buyers. Acta Psychologica Sinica, 56(8), 1141-1156.

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URL: https://journal.psych.ac.cn/acps/EN/10.3724/SP.J.1041.2024.01141

https://journal.psych.ac.cn/acps/EN/Y2024/V56/I8/1141

Figures/Tables 10

Table 1 Hierarchical regression analysis of pricing change index and final transaction in Study 1

Variables	Seller’s price reduction index		Buyer’s price increase index increase index		Final transaction
Variables	Model 1 β (SE)	Model 2 β (SE)	Model 1 β (SE))	Model 2 β (SE)	Model 1 β (SE))	Model 2 β (SE)	Model 3 β (SE)
Construal level strategy toward the sellers		−0.25(0.06)^***		/		−0.22(0.16)	−0.28(0.15)
Construal level strategy toward the buyers		/		−0.13(0.06)^*		−0.17(0.16)	−0.18(0.15)
Construal level strategy toward the sellers × buyers		/		/			−0.24(0.13)
Age	0.10(0.07)	0.09(0.06)	0.01(0.07)	0.01(0.07)	−0.30(0.15)^*	−0.32(0.16)^*	−0.33(0.16)^*
Gender	0.01(0.06)	0.02(0.06)	−0.03(0.06)	−0.01(0.06)	0.18(0.14)	0.24(0.15)	0.24(0.15)
Working years	−0.11(0.07)	−0.09(0.06)	−0.03(0.07)	−0.03(0.07)	−0.03(0.14)	−0.02(0.15)	−0.01(0.15)
ΔR²	0.01	0.06^***	0.00	0.02^*	0.02	0.02	0.01
R²	0.01	0.07^***	0.00	0.02^*	0.02	0.04	0.05

Table 1 Hierarchical regression analysis of pricing change index and final transaction in Study 1

Variables	Seller’s price reduction index		Buyer’s price increase index increase index		Final transaction
Variables	Model 1 β (SE)	Model 2 β (SE)	Model 1 β (SE))	Model 2 β (SE)	Model 1 β (SE))	Model 2 β (SE)	Model 3 β (SE)
Construal level strategy toward the sellers		−0.25(0.06)^***		/		−0.22(0.16)	−0.28(0.15)
Construal level strategy toward the buyers		/		−0.13(0.06)^*		−0.17(0.16)	−0.18(0.15)
Construal level strategy toward the sellers × buyers		/		/			−0.24(0.13)
Age	0.10(0.07)	0.09(0.06)	0.01(0.07)	0.01(0.07)	−0.30(0.15)^*	−0.32(0.16)^*	−0.33(0.16)^*
Gender	0.01(0.06)	0.02(0.06)	−0.03(0.06)	−0.01(0.06)	0.18(0.14)	0.24(0.15)	0.24(0.15)
Working years	−0.11(0.07)	−0.09(0.06)	−0.03(0.07)	−0.03(0.07)	−0.03(0.14)	−0.02(0.15)	−0.01(0.15)
ΔR²	0.01	0.06^***	0.00	0.02^*	0.02	0.02	0.01
R²	0.01	0.07^***	0.00	0.02^*	0.02	0.04	0.05

Figure 1. Information about second-hand e-readers in Study 2.

Figure 1. Information about second-hand e-readers in Study 2.

Table 2 Hierarchical regression analysis of pricing and attribute focues in Study 2

Variables	Pricing of goods			Attribute focus
Variables	Model 1 β (SE)	Model 2 β (SE)	Model 3 β (SE))	Model 1 β (SE)	Model 2 β (SE))	Model 3 β (SE)
Construal level		0.02(0.05)	−0.12(0.06)^*		0.01(0.05)	−0.22(0.06)^***
Trading roles		0.31(0.05)^***	−0.18(0.12)		0.40(0.05)^***	−0.37(0.11)^**
Trading roles × Construal level			0.60(0.14)^***			0.94(0.13)^***
Monthly second-hand transactions	0.07(0.05)	0.05(0.05)	0.04(0.05)	0.08(0.05)	0.06(0.05)	0.05(0.05)
Ownership of e-readers	0.03(0.05)	0.01(0.05)	−0.01(0.05)	0.04(0.05)	0.02(0.05)	−0.03(0.04)
Willingness to trade	0.21(0.05)^***	0.19(0.05)^***	0.18(0.05)^***	0.18(0.05)^**	0.16(0.05)^**	0.14(0.05)^**
Aevrage monthly consumption	0.10(0.05)	0.12(0.05)^*	0.13(0.05)^*	0.11(0.05)^*	0.13(0.05)^**	0.14(0.05)^**
Age	−0.10(0.05)	−0.11(0.05)^*	−0.09(0.05)	−0.04(0.05)	−0.05(0.05)	−0.02(0.05)
Gender	0.03(0.05)	0.01(0.05)	−0.01(0.05)	0.08(0.05)	0.06(0.05)	0.04(0.05)
ΔR²	0.08^***	0.10^***	0.04^***	0.08^***	0.16^***	0.10^***
R²	0.08^***	0.18^***	0.22^***	0.08^***	0.24^***	0.34^***

Table 2 Hierarchical regression analysis of pricing and attribute focues in Study 2

Variables	Pricing of goods			Attribute focus
Variables	Model 1 β (SE)	Model 2 β (SE)	Model 3 β (SE))	Model 1 β (SE)	Model 2 β (SE))	Model 3 β (SE)
Construal level		0.02(0.05)	−0.12(0.06)^*		0.01(0.05)	−0.22(0.06)^***
Trading roles		0.31(0.05)^***	−0.18(0.12)		0.40(0.05)^***	−0.37(0.11)^**
Trading roles × Construal level			0.60(0.14)^***			0.94(0.13)^***
Monthly second-hand transactions	0.07(0.05)	0.05(0.05)	0.04(0.05)	0.08(0.05)	0.06(0.05)	0.05(0.05)
Ownership of e-readers	0.03(0.05)	0.01(0.05)	−0.01(0.05)	0.04(0.05)	0.02(0.05)	−0.03(0.04)
Willingness to trade	0.21(0.05)^***	0.19(0.05)^***	0.18(0.05)^***	0.18(0.05)^**	0.16(0.05)^**	0.14(0.05)^**
Aevrage monthly consumption	0.10(0.05)	0.12(0.05)^*	0.13(0.05)^*	0.11(0.05)^*	0.13(0.05)^**	0.14(0.05)^**
Age	−0.10(0.05)	−0.11(0.05)^*	−0.09(0.05)	−0.04(0.05)	−0.05(0.05)	−0.02(0.05)
Gender	0.03(0.05)	0.01(0.05)	−0.01(0.05)	0.08(0.05)	0.06(0.05)	0.04(0.05)
ΔR²	0.08^***	0.10^***	0.04^***	0.08^***	0.16^***	0.10^***
R²	0.08^***	0.18^***	0.22^***	0.08^***	0.24^***	0.34^***

Figure 2. Pricing differences between buyers and sellers under different construal levels in Study 2 (error bar is standard error).

Figure 2. Pricing differences between buyers and sellers under different construal levels in Study 2 (error bar is standard error).

Figure 3. Information about used sweeping and mopping robots in Study 3.

Figure 3. Information about used sweeping and mopping robots in Study 3.

Table 3 Hierarchical regression analysis of buyers’ and sellers’ trading price and attribute’s focus in Study 3.

Variables	Trading price			Positive attributes’ focus (recognition accuracy of positive attributes)			Negative attributes’ focus (recognition accuracy of negative attributes)
Variables	Model 1 β(SE)	Model 2 β(SE)	Model 3 β(SE)	Model 1 β(SE)	Model 2 β(SE)	Model 3 β(SE)	Model 1 β(SE)	Model 2 β(SE)	Model 3 β(SE)
Construal level		0.13(0.05)^**	−0.36(0.06)^***		0.16(0.05)^***	−0.35(0.06)^***		−0.14(0.05)^**	0.34(0.06)^***
Trading roles		0.23(0.05)^***	−1.03(0.12)^***		0.24(0.04)^***	−1.08(0.12)^***		−0.17(0.05)^***	1.08(0.13)^***
Trading role × Construal level			1.36(0.13)^***			1.43(0.12)^***			−1.34(0.13)^***
The number of monthly second-hand transaction	−0.02(0.05)	−0.03(0.05)	−0.03(0.04)	−0.02(0.05)	−0.02(0.05)	−0.37(0.04)	−0.02(0.05)	−0.02(0.05)	−0.02(0.04)
Ownership of sweeping and mopping robot	0.06(0.05)	0.05(0.05)	0.04(0.04)	0.05(0.05)	0.02(0.05)	0.70(0.04)	−0.02(0.05)	0.01(0.05)	−0.01(0.04)
Willingness to trade	0.01(0.05)	0.02(0.05)	0.05(0.04)	−0.06(0.05)	−0.06(0.05)	−0.02(0.04)	−0.04(0.05)	−0.04(0.05)	−0.07(0.04)
Usual monthly consumption	0.05(0.05)	0.03(0.05)	0.03(0.04)	0.08(0.05)	0.06(0.05)	0.05(0.04)	0.01(0.05)	0.02(0.05)	0.03(0.04)
Age	−0.07(0.05)	−0.06(0.05)^*	−0.03(0.04)	−0.12(0.05)^**	−0.11(0.04)^*	−0.08(0.04)^*	0.07(0.05)	0.06(0.05)	0.04(0.04)
Gender	0.02(0.05)	0.02(0.05)	0.02(0.04)	−0.02(0.05)	−0.01(0.04)	−0.02(0.04)	−0.02(0.05)	−0.02(0.05)	−0.02(0.04)
ΔR²	0.01	0.06^***	0.18^***	0.03	0.07^***	0.20^***	0.01	0.04^***	0.18^***
R²	0.01	0.07^***	0.25^***	0.03	0.10^***	0.30^***	0.01	0.05^***	0.22^***

Table 3 Hierarchical regression analysis of buyers’ and sellers’ trading price and attribute’s focus in Study 3.

Variables	Trading price			Positive attributes’ focus (recognition accuracy of positive attributes)			Negative attributes’ focus (recognition accuracy of negative attributes)
Variables	Model 1 β(SE)	Model 2 β(SE)	Model 3 β(SE)	Model 1 β(SE)	Model 2 β(SE)	Model 3 β(SE)	Model 1 β(SE)	Model 2 β(SE)	Model 3 β(SE)
Construal level		0.13(0.05)^**	−0.36(0.06)^***		0.16(0.05)^***	−0.35(0.06)^***		−0.14(0.05)^**	0.34(0.06)^***
Trading roles		0.23(0.05)^***	−1.03(0.12)^***		0.24(0.04)^***	−1.08(0.12)^***		−0.17(0.05)^***	1.08(0.13)^***
Trading role × Construal level			1.36(0.13)^***			1.43(0.12)^***			−1.34(0.13)^***
The number of monthly second-hand transaction	−0.02(0.05)	−0.03(0.05)	−0.03(0.04)	−0.02(0.05)	−0.02(0.05)	−0.37(0.04)	−0.02(0.05)	−0.02(0.05)	−0.02(0.04)
Ownership of sweeping and mopping robot	0.06(0.05)	0.05(0.05)	0.04(0.04)	0.05(0.05)	0.02(0.05)	0.70(0.04)	−0.02(0.05)	0.01(0.05)	−0.01(0.04)
Willingness to trade	0.01(0.05)	0.02(0.05)	0.05(0.04)	−0.06(0.05)	−0.06(0.05)	−0.02(0.04)	−0.04(0.05)	−0.04(0.05)	−0.07(0.04)
Usual monthly consumption	0.05(0.05)	0.03(0.05)	0.03(0.04)	0.08(0.05)	0.06(0.05)	0.05(0.04)	0.01(0.05)	0.02(0.05)	0.03(0.04)
Age	−0.07(0.05)	−0.06(0.05)^*	−0.03(0.04)	−0.12(0.05)^**	−0.11(0.04)^*	−0.08(0.04)^*	0.07(0.05)	0.06(0.05)	0.04(0.04)
Gender	0.02(0.05)	0.02(0.05)	0.02(0.04)	−0.02(0.05)	−0.01(0.04)	−0.02(0.04)	−0.02(0.05)	−0.02(0.05)	−0.02(0.04)
ΔR²	0.01	0.06^***	0.18^***	0.03	0.07^***	0.20^***	0.01	0.04^***	0.18^***
R²	0.01	0.07^***	0.25^***	0.03	0.10^***	0.30^***	0.01	0.05^***	0.22^***

Figure 4. Differences in buyer and seller trading price at different construal levels in Study 3 (error lines are standard errors).

Figure 4. Differences in buyer and seller trading price at different construal levels in Study 3 (error lines are standard errors).

Figure 5. Analysis of the focus-separation effect of construal level and trading roles in Study 3.
Note. *** p < 0.001, ** p < 0.01, * p < 0.05

Figure 5. Analysis of the focus-separation effect of construal level and trading roles in Study 3. Note. *** p < 0.001, ** p < 0.01, * p < 0.05

Figure 6. Experimental materials for trading good with positive attribute focus (left) and negative attribute focus (right) in Study 4.

Figure 6. Experimental materials for trading good with positive attribute focus (left) and negative attribute focus (right) in Study 4.

Figure 7. The interaction between the construal level and the trading roles in the no intervention condition (top), forward focusing condition (middle), and reverse focusing condition (bottom) (error line is standard error) in Study 4.
Note. *** p < 0.001

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