Mind the Gap: Integrating Construal Level Theory and Self-Control Dilemmas into Strategic Business Communication

Introducing patients to novel treatments and therapies can be difficult, especially when they are already following a consolidated set of therapies, consistently relying upon it. When championing innovation in medical care this reluctance can prove troublesome, due to cognitive and emotional sunk costs capable of confining patients – as well as physicians – to suboptimal treatments far beyond what would be necessary, even when faced with clearly superior alternatives. Although decisions regarding treatment and behavioural adherence can bring significant long-term benefits, they also face strong short-term resistance rooted in individual comfort zones and daily habits, giving rise to self-control dilemmas that are often resolved by focusing primarily on immediacy. Through a synthesis of recent literature and a preliminary qualitative investigation, this paper investigates how businesses can influence consumer decision-making in selfcontrol dilemmas through Construal Level Theory (CLT), illustrating its relevance to marketing contexts and suggesting business applications to impact consumer choices.