How “Time Until the End” Influences Actual Versus Predicted Consumer Experiences: a Resource Allocation Account

Claire Tsai, University of Toronto, Canada
Min Zhao, Boston College, USA
Nicole Robitaille, Queens University, Canada
How does time until the end impact consumption experiences? Across three studies we demonstrate that although predictors intuit that an unpleasant event will feel less aversive toward the end, in reality, people report the opposite. Experiencers rate the event as more unpleasant when there is less time until the end.
[ to cite ]:
Claire Tsai, Min Zhao, and Nicole Robitaille (2016) ,"How “Time Until the End” Influences Actual Versus Predicted Consumer Experiences: a Resource Allocation Account", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 241-245.