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

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  • 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
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    File URL: http://gsbapps.stanford.edu/researchpapers/library/RP1914.pdf
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    References listed on IDEAS

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    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.

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