Mental Simulation and Preference Stability Over Time

Min Zhao, University of North Carolina
Steve Hoeffler, University of North Carolina
Gal Zauberman, University of North Carolina
EXTENDED ABSTRACT - Prior research on intertemporal choice has demonstrated that people’s preferences can be impacted by the temporal distance. Specifically, Trope and Liberman (2003) shows that when we make a choice for the future, we tend to think much more about how desirable a certain option is. However, when making a decision with near future consequences, we often put much more weight on whether a certain option is feasible. As a result of this shift in considerations, people have inconsistent preference over time.
[ to cite ]:
Min Zhao, Steve Hoeffler, and Gal Zauberman (2005) ,"Mental Simulation and Preference Stability Over Time", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 526-527.