Past to the Left, Future to the Right: How Does Thinking About Time Affect Choice

Charles Y. Z. Zhang, University of Michigan, USA
Norbert Schwarz, University of Michigan, USA
Thinking about time is metaphorically grounded in knowledge about space, where past is to the left, and the future to the right. When choosing an object with the past (vs. future) in mind, a given object is more likely to be chosen when displayed on the left rather than the right.
[ to cite ]:
Charles Y. Z. Zhang and Norbert Schwarz (2011) ,"Past to the Left, Future to the Right: How Does Thinking About Time Affect Choice", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 189-190.