The effects of window display construal on internal reactions and behavioral intentions

  • Danielle Lecointre-Erickson Groupe de recherche angevin en économie et management, GRANEM, UNIV Angers, Université Bretagne Loire
Keywords: Construal level theory, window displays, cognition, affect, attention


The objective of the study presented in this paper is to examine the effects of window-display construal on cognitive and affective responses as well as on behavioral intentions. A high-construal vs.  low-construal design was carried out in a laboratory experiment over the period of one month. The findings suggest positive effects of construal level on behavioral intentions and negative mediation effects of cognition on subsequent responses.


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Author Biography

Danielle Lecointre-Erickson, Groupe de recherche angevin en économie et management, GRANEM, UNIV Angers, Université Bretagne Loire

Corresponding Author


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