...-use rights only Branding Self-congruence Brand usage imagery congruity Construal-level theory Situational self-image Temporal focus Consumers’ willingness to pay (WTP) refers to the maximum amount a consumer is willing to pay for a product or service. Knowledge of consumers’ WTP...

.... The identification of consumers’ goals differing in level of abstraction can be instrumental to increase the effectiveness of marketing communications for environmentally sustainable products. Construal-level theory suggests that the attractiveness of concrete versus abstract consumption goals depends on how...