Construal Level Theory

Abstract

Construal level theory holds that we think about close items concretely and far items abstractly. At a low construal level or close psychological distance, thoughts are generated about means‐oriented factors and feasibility concerns, while at a high construal level or far psychological distance, thoughts are generated about goals and desirability concerns. In addition to defining key concepts, including psychological distance, construal level, congruence, and abstraction and distance message cues, this work highlights the way health communication scholars have been contributing to construal level theory and offers recommendations for future directions.