I Want to Be Alone the Role of Time Horizon Perspective on the Valuation of Social Presence

Anne-Laure Sellier, New York University, USA
Vicki Morwitz, New York University, USA
We demonstrate that consumers value consuming alone more when they perceive the time laying ahead of them as expansive rather than limited. We further show that this effect is moderated by the association consumers make with the person they think of consuming with or the product they consider consuming.
[ to cite ]:
Anne-Laure Sellier and Vicki Morwitz (2011) ,"I Want to Be Alone the Role of Time Horizon Perspective on the Valuation of Social Presence", 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: 254-255.