Consumers often make decisions about outcomes and events that occur over time. This research examines consumers' sensitivity to the prospective duration relevant to their decisions and the implications of such sensitivity for intertemporal trade-offs, especially the degree of present bias (i.e.,...

Marketers often employ a variety of positive emotions to encourage consumption or promote a particular behavior (e.g., to buy, donate, or recycle) benefiting an organization or cause. We show that specific positive emotions do not universally increase prosocial behavior but rather encourage...