Good Or Bad, We Want It Now: Resolution Theory Explains Magnitude Reversal in Intertemporal Choice
Across four studies, outcome magnitude has opposite effects on intertemporal choice for gains and losses: consumers discount small gains more than large gains, but discount small losses less than large losses. Thought listings show that this is mediated by consumers' desire to resolve gains and losses as soon as possible.
David Hardisty, Kirstin Appelt, and Elke Weber (2012) ,"Good Or Bad, We Want It Now: Resolution Theory Explains Magnitude Reversal in Intertemporal Choice", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 991-992.
David Hardisty, Stanford University, USA
Kirstin Appelt, Columbia University, USA
Elke Weber, Columbia University, USA
NA - Advances in Consumer Research Volume 40 | 2012
Changes in Environment Restore Self-Control
Nicole Mead, University of Melbourne, Australia
Jonathan Levav, Stanford University, USA
Major or Minor: When Foreign Language Increases Versus Decreases Cheating
Jia Gai, Erasmus University Rotterdam, The Netherlands
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands
In Pursuit of Imperfection: How Flawed Products Can Reveal Valuable Process Information
Erin P Carter, University of Maine
Peter McGraw, University of Colorado, USA