Impacts of Construal Level on Brand Association and Brand Extension Evaluation
解释水平对品牌联想和品牌延伸评估的影响

Construal level theory posits that individuals construct different representations of stimuli in their environments, which vary in terms of the degree of abstraction. Individuals who use more abstract mental models construe stimuli with relatively simple, decontextualized, superordinate, and coherent representations that extract the gist from available information. In contrast, individuals who use concrete mental models construe stimuli with relatively complex, contextualized, subordinate, and incidental re...