Increasing Level of Aspiration by Matching Construal Level and Temporal Distance

Abstract

The current research demonstrates that construal level has opposing effects on level of aspiration depending on the goal’s temporal distance: A concrete goal leads to a higher level of aspiration in the proximate future, but an abstract goal leads to a higher level of aspiration in the distant future. Two reasons are proposed for this interactive effect. First, these combinations of abstraction and distance afford functional advantages in goal pursuit. Second, given prior demonstrations of the relationship between concreteness and proximity on one hand and abstraction and distance on the other hand, these combinations provide value from fit in that goal pursuit subjectively seems appropriate and important. Taken together, this line of research points to one reason why prior research on the motivating effects of construal level has led to equivocal results by implicating the moderating role of temporal distance.