The Present Is Not the Present: How Processing the Present Progressive Brings Future Events and Promotional Deadlines Closer

Andrea Weihrauch, Katholieke University Leuven, Belgium
Siegfried Dewitte, Katholieke University Leuven, Belgium
Advertisement uses both, present progressive and simple (“Mc Donald’s-I am loving it”, “I love NY”). Based on linguistic relativity theory we show that using the progressive affects time evaluations. It reduces the duration of non-joyful tasks, increases liking for task-supporting-products, moves future events closer and increases willingness-to-pay for event-related products.
[ to cite ]:
Andrea Weihrauch and Siegfried Dewitte (2015) ,"The Present Is Not the Present: How Processing the Present Progressive Brings Future Events and Promotional Deadlines Closer", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 734-735.