Looking Ahead Or Looking Back: Current Evaluations and the Psychological Connectedness to a Temporal Self

Meng Zhang, Chinese University of Hong Kong, China
Pankaj Aggarwal, University of Toronto, Canada
Building on research showing consumers evaluate products they own more favorably, across three studies we find that consumers’ evaluation of a product they will own in the future or had owned in the past depends on the extent to which they feel connected with their future or past self respectively.
[ to cite ]:
Meng Zhang and Pankaj Aggarwal (2014) ,"Looking Ahead Or Looking Back: Current Evaluations and the Psychological Connectedness to a Temporal Self", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 752-753.