When 12 Months Is Not the Same As One Year: Antecedents of Confidence in Consumer Budgets

Gülden Ülkümen, University of Southern California, USA
Manoj Thomas, Cornell University, USA
Vicki Morwitz, New York University, USA
Consumers’ estimates can vary greatly with how the time period is framed in the survey question. Consumers forecast a much larger expense budget, and they are less likely to adopt a strict diet plan for the next year than for the next 12 months. Plans made for the next year (versus next 12 months) are perceived to be more difficult, and are held with less confidence. We show that perceived difficulty, familiarity with the time frame and locus of control (internal versus external) are antecedents of confidence.
[ to cite ]:
Gülden Ülkümen, Manoj Thomas, and Vicki Morwitz (2010) ,"When 12 Months Is Not the Same As One Year: Antecedents of Confidence in Consumer Budgets", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 183-186 .