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Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention

Author

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  • Cassie Mogilner
  • Jennifer L. Aaker
  • Ginger L. Pennington

Abstract

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 self-regulation, anticipated affect, and willpower are discussed. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Cassie Mogilner & Jennifer L. Aaker & Ginger L. Pennington, 2008. "Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(5), pages 670-681, August.
    • Handle: RePEc:oup:jconrs:v:34:y:2008:i:5:p:670-681
    DOI: 10.1086/521901
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    Cited by:

    1. Arnold, Mark J. & Reynolds, Kristy E., 2012. "Approach and Avoidance Motivation: Investigating Hedonic Consumption in a Retail Setting," Journal of Retailing, Elsevier, vol. 88(3), pages 399-411.
    2. Tangari, Andrea Heintz & Burton, Scot & Smith, Ronn J., 2015. "Now that's a Bright Idea: The Influence of Consumer Elaboration and Distance Perceptions on Sustainable Choices," Journal of Retailing, Elsevier, vol. 91(3), pages 410-421.
    3. Liu, Xing (Stella) & Wan, Lisa C. & Yi, Xiao (Shannon), 2022. "Humanoid versus non-humanoid robots: How mortality salience shapes preference for robot services under the COVID-19 pandemic?," Annals of Tourism Research, Elsevier, vol. 94(C).
    4. Mantovani, Danielle & Tazima, Deborah Iuri, 2016. "Arte visual e foco regulatório na avaliação dos consumidores," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 56(2), March.
    5. Polman, Evan, 2012. "Self–other decision making and loss aversion," Organizational Behavior and Human Decision Processes, Elsevier, vol. 119(2), pages 141-150.
    6. Wei Pan & Yi-Shin Chen, 2018. "Network approach for decision making under risk—How do we choose among probabilistic options with the same expected value?," PLOS ONE, Public Library of Science, vol. 13(4), pages 1-19, April.
    7. Khajehzadeh, Saman & Oppewal, Harmen & Tojib, Dewi, 2014. "Consumer responses to mobile coupons: The roles of shopping motivation and regulatory fit," Journal of Business Research, Elsevier, vol. 67(11), pages 2447-2455.
    8. Samson, Alain & Voyer, Benjamin G., 2014. "Emergency purchasing situations: Implications for consumer decision-making," Journal of Economic Psychology, Elsevier, vol. 44(C), pages 21-33.
    9. Kelly Haws & William Bearden & Utpal Dholakia, 2012. "Situational and trait interactions among goal orientations," Marketing Letters, Springer, vol. 23(1), pages 47-60, March.
    10. Kirsten Cowan & Atefeh Yazdanparast, 2021. "Consequences of Moral Transgressions: How Regulatory Focus Orientation Motivates or Hinders Moral Decoupling," Journal of Business Ethics, Springer, vol. 170(1), pages 115-132, April.
    11. Marder, Ben & Angell, Rob & Boyd, Eric, 2023. "How and why (imagined) online reviews impact frontline retail encounters," Journal of Retailing, Elsevier, vol. 99(2), pages 265-279.
    12. Haipeng (Allan) Chen & Woojin Choi & Yan (Lucy) Liu & Haoying Sun & Fu Liu, 2021. "More or Less? Consumer Goal Orientation and Product Choice," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 8(1), pages 16-26, June.
    13. Vannucci, Virginia & Dasmi, Costanza & Nechaeva, Olga & Pizzi, Gabriele & Aiello, Gaetano, 2023. "WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    14. Aaker, Jennifer L. & Rudd, Melanie & Mogilner, Cassie, 2010. "If Money Doesn't Make You Happy, Consider Time," Research Papers 2067, Stanford University, Graduate School of Business.
    15. Chien-Huang Lin & Ming Chen, 2019. "The icon matters: how design instability affects download intention of mobile apps under prevention and promotion motivations," Electronic Commerce Research, Springer, vol. 19(1), pages 211-229, March.
    16. Baek, Tae Hyun & Yoon, Sukki, 2020. "Looking forward, looking back: The impact of goal progress and time urgency on consumer responses to mobile reward apps," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    17. Liu, Wendy & Aaker, Jennifer L., 2008. "The Happiness of Giving: The Time-Ask Effect," Research Papers 1998, Stanford University, Graduate School of Business.
    18. Jeffrey R. Carlson & William T. Ross & Robin A. Coulter & Adam J. Marquardt, 2019. "About time in marketing: an assessment of the study of time and conceptual framework," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 136-154, December.
    19. Sebastian Lehmann & Martin Reimann, 2012. "The influence of time and money on product evaluations - a neurophysiological analysis," FEMM Working Papers 120011, Otto-von-Guericke University Magdeburg, Faculty of Economics and Management.
    20. Sun, Jin & Keh, Hean Tat & Lee, Angela Y., 2019. "Shaping consumer preference using alignable attributes: The roles of regulatory orientation and construal level," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 151-168.
    21. Lemieux, James & Peterson, Robert A., 2011. "Purchase deadline as a moderator of the effects of price uncertainty on search duration," Journal of Economic Psychology, Elsevier, vol. 32(1), pages 33-44, February.
    22. Ga Young Ko & Donghyuk Shin & Seigyoung Auh & Yeonjung Lee & Sang Pil Han, 2023. "Learning Outside the Classroom During a Pandemic: Evidence from an Artificial Intelligence-Based Education App," Management Science, INFORMS, vol. 69(6), pages 3616-3649, June.
    23. Chia-Yen Lin, 2015. "Promote Health or Prevent Disease? The Effects of Health-Related Advertising on Eating Behavior Intention," IJERPH, MDPI, vol. 12(4), pages 1-18, March.
    24. Ghiassaleh, Arezou & Kocher, Bruno & Czellar, Sandor, 2020. "Best seller!? Unintended negative consequences of popularity signs on consumer choice behavior," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 805-820.

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