The Valuation of Imagined Future Achievement

Three studies show people value the notion of potential in the present. Study 1 demonstrates potential makes people more likely to consume inferior performances. Study 2 shows this requires the ability to project performance in the future. Study 3 shows the effect only holds when valuation is open to interpretation.


T. Andrew Poehlman and George Newman (2013) ,"The Valuation of Imagined Future Achievement", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


T. Andrew Poehlman, Southern Methodist University, USA
George Newman, Yale University, USA


NA - Advances in Consumer Research Volume 41 | 2013

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