Responses to Ethical Scenarios: The Impact of Trade-Off Salience on Competing Construal Level Effects

This research investigates the importance of trade-off salience in understanding how variations in consumers’ construal levels can influence moral judgments. Across five experiments, trade-offs are implied and explicitly made salient, and construal levels are manipulated by altering temporal distance and perceptual fluency, and by using a well-established cognitive method. Consistent with prior research, we demonstrate that higher construal...