A great deal of research in consumer decision-making and social-cognition has explored consumers' attempts to simplify choices by bolstering their tentative choice candidate and/or denigrating the other alternatives. The present research investigates a diametrically opposed process, whereby...

This research investigates how the valuation of delayed consumption of hedonic products, such as concerts and chocolate, varies with the passage of time between choice and consumption. The authors find that when consumers make their own choices, they exhibit increases in evaluations of delayed...