Construal level theory (CLT) is an account of how psychological distance influences individuals’ thoughts and behavior. CLT assumes that people mentally construe objects that are psychologically near in terms of low‐level, detailed, and contextualized features, whereas at a distance they construe the same objects or events in terms of high‐level, abstract, and stable characteristics. Research has shown that different dimensions of psychological distance (time, space, social distance, and hypotheticality) affect mental construal and that these construals, in turn, guide prediction, evaluation, and behavior. The present paper reviews this research and its implications for consumer psychology.

Construal-level theory proposes that increasing the reported spatial distance of events leads individuals to represent the events by their central, abstract, global features (high-level construal) rather than by their peripheral, concrete, local features (low-level construal). Results of two experiments indicated that participants preferred to identify actions as ends rather than as means to a greater extent when these actions occurred at a spatially distant, as opposed to near, location (Study 1), and that they used more abstract language to recall spatially distant events, compared with near events (Study 2). These findings suggest that spatially distant events are associated with high-level construals, and that spatial distance can be conceptualized as a dimension of psychological distance.