Why Consumers Rely on Affect in the Distant Future: Effects of Temporal Construal in Affective Situations

Hakkyun Kim, University of Minnesota
Akshay Rao, University of Minnesota

WHY CONSUMERS RELY ON AFFECT IN THE DISTANT FUTURE:

EFFECTS OF TEMPORAL CONSTRUAL IN AFFECTIVE SITUATIONS

Hakkyun Kim, University of Minnesota

Akshay R. Rao, University of Minnesota

SHORT ABSTRACT

How does mood influence our evaluative judgments about future events?  In two experiments, we show that temporal distance influences the tendency of people to use their feelings as information when making evaluative judgments.  Specifically, among people who expect the actual consumption to occur in the distant future, a positive pre-existing mood results in more favorable evaluative judgments than a neutral or negative pre-existing mood.  In contrast, among people who expect the actual consumption to occur in the near future, the pre-existing mood has a reduced effect on evaluative judgments.
[ to cite ]:
Hakkyun Kim and Akshay Rao (2006) ,"Why Consumers Rely on Affect in the Distant Future: Effects of Temporal Construal in Affective Situations", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 631-632.