Integrate Or Separate Future Pain? the Impact of Current Pain

Eduardo B. Andrade, University of Calfornia at Berkeley, USA
Marco Bianchini, Universidade Federal de Santa Catarina, Brazil
Newton Lucchiari , Universidade Federal de Santa Catarina, Brazil
From plastic to dental surgeries, patients often have the option of undergoing future painful treatments in either a single, or in two or more, periods. In a field experiment, we investigate the extent to which patients’ current level of pain influences preference for integration or separation of future dental treatments.
[ to cite ]:
Eduardo B. Andrade, Marco Bianchini, and Newton Lucchiari (2011) ,"Integrate Or Separate Future Pain? the Impact of Current Pain", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.