Abstract: One of the purposes of demarketing is to reduce excessive consumption and waste. Through manipulating the construal level of demarketing appeal, this paper finds out that : (1) compared with default appeal or abstract construal appeal, the specific construal appeal can better persuade those who are construal-inclined to practice saving behaviors; (2) compared with default appeal or specific construal appeal, the abstract construal appeal can better persuade those who are abstractly construal-inclined to practice saving behaviors; (3) both specific appeal and dual appeal can effectively persuade those who are specific construal; (4) both abstract appeal and dual appeal can effectively persuade those who are abstract construal; (5) compared with default appeal, abstract appeal and specific appeal, dual appeal can produce the best effect of demarketing persuasion on the whole. Such research findings can not only supplement the construal level theory, but also provide a practical basis for the real marketing.

Key words: demarketing; face need; construal level of appeal