The Interactive Effect of Timing and Attribute Alignability on Consumption

Selin A. Malkoc, University of North Carolina at Chapel Hill
Canan Ulu, Duke University
EXTENDED ABSTRACT - In understanding how consumers evaluate or choose among product options, it is important to consider the situations where the decision and the experience are temporally separated. One of such situations takes place when the consumption of the product is delayed. Consumers often face situations where the purchase decision is immediate but the consumption of the product is in the future. For instance, one can purchase a book in order to start reading it in the very near future (e.g, in the coming week). Similarly, one can buy a book to read in an undetermined time in the future (e.g, when she is finishes reading the books she already bought before). Does the consumer decision making process differ depending on the consumption immediacy? Will the changes in time horizon for consumption systematically affect the way consumers represent and evaluate the options?
[ to cite ]:
Selin A. Malkoc and Canan Ulu (2004) ,"The Interactive Effect of Timing and Attribute Alignability on Consumption", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 82-83.