Seize the Day! Encouraging Indulgence For the Hyperopic Consumer

Kelly L. Haws, Texas A&M University, USA
Cait Poynor, University of Pittsburgh, USA
This paper explores the phenomenon of “hyperopia,” or an aversion to indulgence, as introduced by Kivetz and Simonson (2002) and Kivetz and Keinan (2006). Using an individual-difference measure of hyperopia, three empirical studies demonstrate that hyperopia and high self-control are both conceptually and empirically distinct. Further, we show that altering the level at which an action or item is construed can make an indulgent goal or luxury product more appealing to the high hyperopia consumer by influencing its value in terms of an attractive long-term outcome.
[ to cite ]:
Kelly L. Haws and Cait Poynor (2009) ,"Seize the Day! Encouraging Indulgence For the Hyperopic Consumer", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 554-554.