What I Wish I Had Done in the Past Is Not What I Think I Will Do in the Future – the Asymmetric Effect of Temporal Horizon on Our Preferences For Vice and Virtue

Subimal Chatterjee, School of Management, Binghamton University, USA
Zecong (Herman) Ma, School of Management, Binghamton University, USA
Yilong (Eric) Zheng, School of Management, Binghamton University, USA
We show that consumers prefer a vice over a virtue when asked how they would have chosen in the past, but the virtue over the vice when asked how they will choose in the future. Such asymmetric thinking can serve as a self-control mechanism to prevent excessive indulgence in vices.
[ to cite ]:
Subimal Chatterjee, Zecong (Herman) Ma, and Yilong (Eric) Zheng (2015) ,"What I Wish I Had Done in the Past Is Not What I Think I Will Do in the Future – the Asymmetric Effect of Temporal Horizon on Our Preferences For Vice and Virtue", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 780-780.