Looking Ahead: Duration Markers and Their Effects on Choice

Dilip Soman, University of Toronto, Canada
Yanping Tu, University of Chicago, USA
Imagine that you are evaluating an outcome (a monetary reward, a deadline) that will occur in 15 days. Does your evaluation depend on whether the deadline is in this month or next? Our research suggests it does, because consumers encode future time not as a continuous variable, but categorical.
[ to cite ]:
Dilip Soman and Yanping Tu (2011) ,"Looking Ahead: Duration Markers and Their Effects on 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: 256.