Fantasies Come True, and Soon: Mental Construal As a Function of Regulatory State and Time Horizon

Yael Steinhart, University of Haifa, Israel
David Mazursky, The Hebrew University of Jerusalem, Israel
Michael Kamins, Stony Brook University, USA
There are events we experience that we savor and those that we shun. The current research proposes that individuals in a promotion state savor via anticipation. They use a narrower form of thinking in the distant rather than in near future as they want to prolong the pleasure of thinking. Alternatively, individuals in a prevention state shun by "pushing away" the experience relating to events that are expected to take place in the distant rather than in the near future. Consequently, they engage in a broader form of thinking about those events. Four experiments found support for the "savor or shun" effect in various consumer contexts.
[ to cite ]:
Yael Steinhart, David Mazursky, and Michael Kamins (2010) ,"Fantasies Come True, and Soon: Mental Construal As a Function of Regulatory State and Time Horizon", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 454-454 .