自我-品牌联结指消费者使用品牌构建、强化和表达自我的程度。本文试图通过未来时间距离下自我品牌价值偏好的研究，揭示出大学生消费价值观的发展变化。实验1通过操纵时间距离揭示了大学生消费价值观的变化，结果表明：在近期时间距离下，大学生功能性价值的自我-品牌联结强于象征性价值，在未来时间距离下，象征性价值则强于功能性价值。实验2通过操纵成败反馈情景启动自我认知探讨了其发生机制，结果表明：在积极反馈情境下，随着时间距离延伸，大学生象征性价值的自我品牌联结逐渐强于功能性价值；而在消极反馈情景下无论近期还是远期，功能性价值一直强于象征性价值。结论：随着时间距离延伸，大学生消费价值观从实用主义过渡到理想主义，其机制是积极自我认知偏向的启动。

Self-brand connections (SBC) measure the extent to which consumers have incorporated brands into their self-concept.Construal level theory holds that individuals construct different representations of stimuli in their environments, which vary in terms of the degree of abstraction.Research have shown that temporal distance is a primary determinant of construal level.Construal levels influence individual’s judgement and decision making by a preference for information that match the individual's abstract or concrete mindset.Recently, researchers have linked construal levels to important aspects of consumer behaviour,this research adds to this line of inquiry by examining the role of construal level in consumer response to Self-brand Connections. In Experiment One, 2(temporal distance: now, the coming month,the next five year)×2(brand value: mass-market brand, luxury brands)was conducted. The results of variance analysis showed that the main effect of brand value was not significant,F (1,89) = 1.934, p > 0.05; The main effect of temporal distance was also not significant,F (1,89) = 0.540, p > 0.05;the interaction between brand value and temporal distance was significant,F (1,89) = 3.987, p < 0.05.In "now" level,Value Orientation of mass-market brand was better than luxury brands,t (28) = 2.095, p < 0.05; In "the coming month" level, there was no significant difference, t (32) = 1.727, p > 0.05; In "the next five years" level,Value Orientation of luxury brands was better than mass-market brand,t (29) = 2.971, p < 0.01.Experiment One through manipulation of temporal distance revealed that self-brand connections was based on functional attributes in distal temporal distance, but in proximal temporal distance it was based on the symbol properties. In Experiment two,2(temporal distance:now,in the coming month,in the next five year)×2(brand value: mass-market brand,luxury brands)×2(feedback situation:the positive feedback situation,the negative feedback situation) was conducted.the study through the manipulation of success or failure situation explored the mechanism. the triple interaction of brand value,temporal distance and feedback situation was significant, F (1,175) = 5.265, p < 0.05,we made further analysis, and the results were as follows:in the positive feedback situation, Value Orientation of mass-market brand was better than luxury brands in"now" level,t (28) = 2.556, p < 0.05; In "the coming month" level, there was no significant difference, t (30) = 1.458, p > 0.05; In "the next five years" level,Value Orientation of luxury brands was better than mass-market brand, t (29) = 3.914, p < 0.01.In Negative feedback situation, variance analysis of 2(Brand value) ×2(temporal distance ) was made that,the main effect of brand value was significant, F (1,89) = 53.561, p < 0.01; the main effect of temporal distance was not significant, F (1,89) = 0.351, p > 0.05;the interaction of brand value and temporal distance was not significant,F (1,89) = 0.356, p > 0.05.The results indicated that in the positive feedback situation, with the extension of temporal distance, Value Orientation of luxury brands was better than mass-market brand gradually; but In the negative feedback situations whether distal temporal distance or proximal temporal distance,value orientation of mass-market brand was better than luxury brands. Conclusion:temporal distance influence value orientation of college students' self-brand connections, its mechanism is self-enhancement.