In this study we analyze the interaction between the general brand impression bias and the temporal distance. Our results show that framing the evaluation tasks in different temporal distances does not determine significant differences in mental representations. This effect is observed for both attribute-based measures and dissimilarity-based measures. However, when the overall image brand effect is disentangled, significantly different configurations of brands along attributes emerge between the two temporal horizons put to respondents. Our estimates show a high level of consistency, reporting a high level of correlation between the estimated holistic effects and empirical ranking positions of the brands. This study has methodological implications in that it shows the interaction between the level of construal and the brand holistic effects.
Keywords: Construal level theory, brand similarity, perceptual biases, perceptual mapping