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.,...

We present five studies supporting our strategic memory protection theory. When people make decisions about experiences to consume over time, they treat their memories of previous experiences as assets to be protected. The first two studies demonstrate that people tend to avoid situations that...

Although subjective judgment of future time plays an important role in a variety of decisions, little is known about the factors that influence such judgments and their implications. Based on a time as distance metaphor and its associated conceptual mapping between space and time, this article...