2.1. Contrual Level Theory and FOP Claim Type
SEPARATION
Construal level theory (CLT), which posits a systematic influence of psychological distance (any type of separation from personal experience) on consumer evaluation and choice [Previous studies provide support for CLT postulates by linking higher-level (abstract) construals with distal thinking, and lower-level (concrete) construals with proximal thinking [Proximal thinking (choosing food products for self) will exhibit greater response (attitudes/purchase intent toward healthier foods) to nutrient claims than health claims on food packaging.Distal thinking (choosing food products for children) will exhibit greater response (attitudes/purchase intent toward healthier foods) to health claims than nutrient claims on food packaging.