Temporal Distance and Consumer Preference For Hedonic and Functional Attributes

Nai-Hwa Lien, National Taiwan University, Taiwan
Yi-Ling Chen, National Taiwan University, Taiwan
This research investigates (1) whether the preference for hedonic vs. functional product attributes change as temporal distance increases; (2) the moderating role of processing goal on temporal distance effect. Results of three experiments support our hypotheses and indicate the hedonic attribute is a high level construal and functional attribute is low-level.
[ to cite ]:
Nai-Hwa Lien and Yi-Ling Chen (2013) ,"Temporal Distance and Consumer Preference For Hedonic and Functional Attributes", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.