The Effect of Temporal Framing on Product Choice

Andrea Heintz Tangari, University of Arkansas, USA
Ronn J. Smith, University of Arkansas, USA
These studies examine how consumers respond to different temporal frames of savings. We show, in two studies, that the temporal framing of savings can have an impact on product choice, purchase intentions, attitudes, and perceptions of savings. We also examine how a person’s temporal orientation can moderate the effect of temporal framing of savings. Findings indicate that given a very small savings value for temporally proximal framings of savings, consumers have a relatively high evaluation of the product. Also, present-oriented, but not future-oriented, consumers appear to discount savings given the most distal and abstract temporal frame.
[ to cite ]:
Andrea Heintz Tangari and Ronn J. Smith (2009) ,"The Effect of Temporal Framing on Product Choice", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1059-1059.