IDEAS home Printed from https://ideas.repec.org/p/ecl/stabus/1914.html
   My bibliography  Save this paper

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

Author

Listed:
  • Mogilner, Cassie

    (Stanford U)

  • Aaker, Jennifer L.

    (U of California, Berkeley)

  • Pennington, Ginger L.

    (U of Chicago)

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 selfregulation, anticipated affect, and willpower are discussed.

Suggested Citation

  • Mogilner, Cassie & Aaker, Jennifer L. & Pennington, Ginger L., 2007. "Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention," Research Papers 1914, Stanford University, Graduate School of Business.
    • Handle: RePEc:ecl:stabus:1914
    as

    Download full text from publisher

    File URL: http://gsbapps.stanford.edu/researchpapers/library/RP1914.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Leclerc, France & Schmitt, Bernd H & Dube, Laurette, 1995. "Waiting Time and Decision Making: Is Time like Money?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 110-119, June.
    2. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    3. Shelley, Marjorie K., 1994. "Gain/Loss Asymmetry in Risky Intertemporal Choice," Organizational Behavior and Human Decision Processes, Elsevier, vol. 59(1), pages 124-159, July.
    4. Loewenstein, George, 1987. "Anticipation and the Valuation of Delayed Consumption," Economic Journal, Royal Economic Society, vol. 97(387), pages 666-684, September.
    5. Shane Frederick & George Loewenstein & Ted O'Donoghue, 2002. "Time Discounting and Time Preference: A Critical Review," Journal of Economic Literature, American Economic Association, vol. 40(2), pages 351-401, June.
    6. Shiv, Baba & Fedorikhin, Alexander, 1999. "Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 278-292, December.
    7. Camelia Kuhnen & Brian Knutson, 2005. "The Neural Basis of Financial Risk Taking," Experimental 0509001, University Library of Munich, Germany.
    8. Aaker, Jennifer L & Lee, Angela Y, 2001. ""I" Seek Pleasures and "We" Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 33-49, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Lagomarsino, Maria & Lemarié, Linda & Puntiroli, Michael, 2020. "When saving the planet is worth more than avoiding destruction: The importance of message framing when speaking to egoistic individuals," Journal of Business Research, Elsevier, vol. 118(C), pages 162-176.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. George I. Christopoulos & Xiao-Xiao Liu & Ying-yi Hong, 2017. "Toward an Understanding of Dynamic Moral Decision Making: Model-Free and Model-Based Learning," Journal of Business Ethics, Springer, vol. 144(4), pages 699-715, September.
    2. Manel Baucells & Silvia Bellezza, 2017. "Temporal Profiles of Instant Utility During Anticipation, Event, and Recall," Management Science, INFORMS, vol. 63(3), pages 729-748, March.
    3. Faralla, Valeria & Novarese, Marco & Ardizzone, Antonella, 2017. "Framing Effects in Intertemporal Choice: A Nudge Experiment," MPRA Paper 82086, University Library of Munich, Germany.
    4. Daniel J. Benjamin & Sebastian A. Brown & Jesse M. Shapiro, 2013. "Who Is ‘Behavioral’? Cognitive Ability And Anomalous Preferences," Journal of the European Economic Association, European Economic Association, vol. 11(6), pages 1231-1255, December.
    5. Patrick DeJarnette & David Dillenberger & Daniel Gottlieb & Pietro Ortoleva, 2020. "Time Lotteries and Stochastic Impatience," Econometrica, Econometric Society, vol. 88(2), pages 619-656, March.
    6. Giles W Story & Ivo Vlaev & Peter Dayan & Ben Seymour & Ara Darzi & Raymond J Dolan, 2015. "Anticipation and Choice Heuristics in the Dynamic Consumption of Pain Relief," PLOS Computational Biology, Public Library of Science, vol. 11(3), pages 1-32, March.
    7. Leonhard K. Lades, 2012. "Impulsive Consumption and Reflexive Thought: Nudging Ethical Consumer Behavior," Papers on Economics and Evolution 2012-03, Philipps University Marburg, Department of Geography.
    8. Mohammed Abdellaoui & Han Bleichrodt & Olivier l’Haridon, 2013. "Sign-dependence in intertemporal choice," Journal of Risk and Uncertainty, Springer, vol. 47(3), pages 225-253, December.
    9. Emre Ozdenoren & Stephen W. Salant & Dan Silverman, 2012. "Willpower And The Optimal Control Of Visceral Urges," Journal of the European Economic Association, European Economic Association, vol. 10(2), pages 342-368, April.
    10. Takeo Hori & Koichi Futagami, 2019. "A Non‐unitary Discount Rate Model," Economica, London School of Economics and Political Science, vol. 86(341), pages 139-165, January.
    11. repec:cup:judgdm:v:6:y:2011:i:6:p:542-551 is not listed on IDEAS
    12. Christopher Y. Olivola & Stephanie W. Wang, 2016. "Patience auctions: the impact of time vs. money bidding on elicited discount rates," Experimental Economics, Springer;Economic Science Association, vol. 19(4), pages 864-885, December.
    13. Aurélien Baillon & Owen O'Donnell & Stella Quimbo & Kim van Wilgenburg, 2022. "Do time preferences explain low health insurance take‐up?," Journal of Risk & Insurance, The American Risk and Insurance Association, vol. 89(4), pages 951-983, December.
    14. Mark Schneider, 2018. "A Dual System Model of Risk and Time Preferences," Working Papers 18-18, Chapman University, Economic Science Institute.
    15. Ardalan, Kavous, 2018. "Neurofinance versus the efficient markets hypothesis," Global Finance Journal, Elsevier, vol. 35(C), pages 170-176.
    16. Teck H. Ho & Noah Lim & Colin Camerer, 2005. "Modeling the Psychology of Consumer and Firm Behavior with Behavioral Economics," Levine's Bibliography 784828000000000476, UCLA Department of Economics.
    17. Mark Schneider, 2016. "Dual Process Utility Theory: A Model of Decisions Under Risk and Over Time," Working Papers 16-23, Chapman University, Economic Science Institute.
    18. van Winden, Frans & Krawczyk, Michal & Hopfensitz, Astrid, 2011. "Investment, resolution of risk, and the role of affect," Journal of Economic Psychology, Elsevier, vol. 32(6), pages 918-939.
    19. Manzini, Paola & Mariotti, Marco, 2007. "Choice Over Time," IZA Discussion Papers 2993, Institute of Labor Economics (IZA).
    20. Noor, Jawwad, 2013. "Removed preferences," Journal of Economic Theory, Elsevier, vol. 148(4), pages 1463-1486.
    21. Tatiana Kossova & Elena Kossova & Maria Sheluntcova, 2014. "Estimating the Relationship Between Rate of Time Preferences And Socio-Economic Factors In Russia," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 39-68.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ecl:stabus:1914. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/gsstaus.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.