Choosing For a Certain Future: Relying on Hard Vs. Soft Attributes When Options Are Temporally Distant

Jiao Zhang, University of Miami, USA
This research shows that as the temporal distance between choice and consumption increases, preference uncertainty increases, resulting in an increase in the choice of options superior on hard rather than soft attributes. Response mode, choice vs. purchase intent, and ease of changing one’s choice, moderates the effect.
[ to cite ]:
Jiao Zhang (2011) ,"Choosing For a Certain Future: Relying on Hard Vs. Soft Attributes When Options Are Temporally Distant", 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: 626-627.