Exactly same message given to exactly same person in different occasions might give completely different results. Assertiveness message, such as “You must do this!” might urge importance in one occasion, while it might bother us in different occasions. Author tries to explore this phenomenon from the construal level theory point of view, how people, in different construal level state, perceived assertive commands and non-assertive request of environmental campaigns differently. Further, taking “picture factor” into account provides more comprehensive explanation regarding the relational behavior amongst the three factors.

Exactly same message given to exactly same person in different occasions might give completely different results. Assertiveness message, such as “You must do this!” might urge importance in one occasion, while it might bother us in different occasions. Author tries to explore this phenomenon from the construal level theory point of view, how people, in different construal level state, perceived assertive commands and non-assertive request of environmental campaigns differently. Further, taking “picture factor” into account provides more comprehensive explanation regarding the relational behavior amongst the three factors.

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