If the Future Feels Fine: When Are People Likelier to Share the Past Or the Future?

Evan Weingarten, Wharton School of Business, USA
Jonah Berger, Wharton School of Business, USA
Are people more likely to talk about something if it is happening in the future or already happened in the past? Field data and lab studies demonstrate people are likelier to share future experiences due to their heightened emotionality, except when those experiences reflect badly on them.
[ to cite ]:
Evan Weingarten and Jonah Berger (2014) ,"If the Future Feels Fine: When Are People Likelier to Share the Past Or the Future?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 41-46.