This work examines consumers' preferences for consumption timing. Specifically, we examine how temporal framing (deferring vs. expediting) of a decision moderates the sensitivity of consumers' pattern of discounting to changes in time horizon. In three experiments, we show greater decline in...

Decisions are often temporally separated from their outcomes. Using theories of structural alignment and temporal construal, we examined how temporal distance and the associated shift in decision processes moderate susceptibility to context effects. Specifically, in two experiments (one...

Consumers often search for and choose from ordered sets; commonly from options listed from best to worst. Normatively, such declining orderings maximize expected value from search and should lead to more positive evaluations of the experience compared to searching improving orderings. We...

This article examines how dynamic changes in information cost structure and time preferences affect consumers' search and switching behavior over time and lead to lock-in. The information cost structure is conceptualized as a tradeoff of initial setup costs and ongoing usage costs. Lock-in is...

People often share their experiences with others who were not originally present, which provides them with both personal and interpersonal benefits. However, most prior work on this form of sharing has examined the decision to share one’s experience only after the experience is over. We...

Purchasing products that consumers have not used before (e.g., baby stroller for first time parents or a new product like an iPad) can be a challenge for consumers. In this article, the authors examine how mentally simulating two specific aspects of a product - the product usage process vs. the...

Prior research on intertemporal choice has demonstrated that people’s preferences can be impacted by the temporal distance. Specifically, Trope and Liberman (2003) shows that when we make a choice for the future, we tend to think much more about how desirable a certain option is. However, when...

In this research we examine the role of process vs. outcome-focused mental simulation in new product evaluation. We first show that consumers naturally focus on product benefits when they evaluate incrementally new products (INPs), but have a more balanced focus on both the benefits and process...

In this research, we examine how manipulating the type of information processing mode (cognitive vs. affective) at a different point of time elicits the unique effects of process and outcome simulation on the evaluation of RNPs. Our findings indicate that in an instant evaluation scenario,...

With technological advancements, the desire, ability, and often necessity to multitask are pervasive. Although multitasking refers to the simultaneous execution of multiple tasks, most activities that require active attention cannot actually be done simultaneously. Therefore, whether a certain...