The Valuation of Imagined Future Achievement

T. Andrew Poehlman, Southern Methodist University, USA
George Newman, Yale University, USA
Three studies show people value the notion of potential in the present. Study 1 demonstrates potential makes people more likely to consume inferior performances. Study 2 shows this requires the ability to project performance in the future. Study 3 shows the effect only holds when valuation is open to interpretation.
[ to cite ]:
T. Andrew Poehlman and George Newman (2013) ,"The Valuation of Imagined Future Achievement", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.