Using Abstractness to Confront Challenges: How the Abstract Construal Level Increases People's Willingness to Perform Desirable But Demanding Actions

Previous research has shown that while considering future behavioral intentions, desirability is more salient in making decisions in an abstract mindset than in a concrete one. Based on this premise, we test whether behavioral intentions to engage in desirable but difficult actions are more likely in an abstract mindset than a concrete mindset. We experimentally manipulated (Studies 1 through 4 using cognitive primes) and measured as a personal disposition (Study 5 using the Behavioral Identification Form) the construal level to evaluate its influence on the willingness to perform challenges. The behaviors tested focused on self-benefits (Studies 4 and 5) and benefits to others (Studies 1 through 3 and 5). Studies 1 and 2 included only demanding behaviors, whereas Studies 3 through 5 included both difficult and easy conditions. In Studies 1 and 2, the participants were more motivated to attempt a difficult task when they were in an abstract mindset. In Studies 3 through 5, the participants in the abstract (compared to concrete) mindset reported a greater willingness and commitment to attempt desirable but demanding behaviors. Finally, in Study 5, the influence of the construal level on the global behavioral plan index (three behaviors) was moderated by feasibility. Public Significance Statement The present studies suggest that an abstract style of thinking enhances people's intentions to perform desirable but demanding actions. An abstract construal level is a personal trait that can be modified by different procedures. Interventions aiming to change the construal level could be useful in clinical and educational settings and social communication campaigns to persuade the broader population to overcome difficulties associated with the recommended behavior.