Effects of social and temporal distance on evaluation of corporate ambivalent behavior

Chung, Sunghun and Park, Jooyoung (2013) Effects of social and temporal distance on evaluation of corporate ambivalent behavior. Social Behavior and Personality, 41 7: 1219-1224. doi:10.2224/sbp.2013.41.7.1219


Author Chung, Sunghun
Park, Jooyoung
Title Effects of social and temporal distance on evaluation of corporate ambivalent behavior
Journal name Social Behavior and Personality   Check publisher's open access policy
ISSN 0301-2212
1179-6391
Publication date 2013-08-01
Sub-type Article (original research)
DOI 10.2224/sbp.2013.41.7.1219
Volume 41
Issue 7
Start page 1219
End page 1224
Total pages 6
Place of publication Palmerston North, New Zealand
Publisher Society for Personality Research
Language eng
Abstract Based on construal level theory and subadditivity effect, in this study we examined the joint impacts of multiple dimensions of psychological distance (i.e., social and temporal distance) on consumer evaluations of a company in which the behavior was ambivalent in terms of morality or competence. The findings indicated that consumers perceiving the company as both socially and temporally close evaluated it more favorably when ambivalence concerned morality. However, when 1 or more dimensions of psychological distance extended, consumers tended to evaluate the company more favorably when the source of ambivalence concerned competence. These findings suggest that consumer evaluations of a company are influenced by not only which aspect of company behavior is ambivalent, but also by whether or not it is a single dimension or multiple dimensions of psychological distance being considered. Theoretical and practical implications are also discussed.
Keyword Ambivalent behavior
Morality
Competence
Social distance
Temporal distance
Q-Index Code C1
Q-Index Status Provisional Code

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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Created: Tue, 12 May 2015, 01:08:20 EST by Sunghun Chung on behalf of UQ Business School