Construal level theory indicates that consumers tend to prefer products
high in desirability (greater functionality) for distant-future
decisions but switch their preferences toward products high in
feasibility (greater usage convenience) for nearfuture decisions. The
current research demonstrates that price information, traditionally
considered as a feasibility cue, can increase consumers' near-future
preference toward products with greater functionality despite their low
convenience, leading to preference consistency over time. As the
underlying mechanism, price information increases the functionality
importance for near-future decisions due to consumers' enhanced
value-seeking tendency when seeing price and their lay belief that
greater functionality represents higher value. Further, when consumers
are led to believe that greater convenience represents higher value,
price and the value-seeking tendency result in a greater preference
toward easy-to-use products for the distant future and lead to
preference consistency across time as well. Theoretical implications are
discussed. [ABSTRACT FROM AUTHOR]