Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention
What types of products are preferred when the purchase is immediate versus off in the distant future? Three experiments address this question by examining the influence of temporal perspective on evaluations of regulatory-framed products. The results reveal that when a purchase is about to be made, consumers prefer prevention- (vs. promotion-) framed products--an effect that is driven by the pain anticipated from potentially failing one's looming purchasing goal. When a purchase is temporally distant, however, promotion- (vs. prevention-) framed products become more appealing--an effect that is driven by the anticipated pleasure from achieving one's distant purchasing goal. Implications for the psychology of selfregulation, anticipated affect, and willpower are discussed.
Year of publication: |
2007-04
|
---|---|
Authors: | Mogilner, Cassie ; Aaker, Jennifer L. ; Pennington, Ginger L. |
Institutions: | Graduate School of Business, Stanford University |
Saved in:
freely available
Saved in favorites
Similar items by person
-
If Money Doesn't Make You Happy, Consider Time
Aaker, Jennifer L., (2010)
-
The Time vs. Money Effect: Shifting Product Attitudes and Decisions through Personal Connection
Mogilner, Cassie, (2009)
-
Time will tell : the distant appeal of promotion and imminent appeal of prevention
Mogilner, Cassie, (2008)
- More ...