Abstract:

Construal level denotes the different abstract levels of the representation of objects, and this abstract level is of different degree. The highlighting research in the early stage of Construal Level Theory is the exploration of the underlying psychological mechanism, which researches the implication of psychological distance for construal level. In recent years, researchers highlight the applied researches of the Construal Level Theory, which survey its application in the territories of persuasion, negotiation, and consumer behaviors etc. And its application reflects on the researches of marketing and consumer behavior, social cognition, decision making and negotiation, socialization. Besides, the applied researches of Construal Level Theory put forward the research of the underlying psychological mechanism, which improves the development of Construal Level Theory.

Key words: construal level, consumer behavior, social cognition, decision making, socialization