A “Present” For the Future: the Unexpected Value of Rediscovery

Although documenting everyday activities seems trivial, three studies using a “time capsule paradigm” reveal that recording ordinary moments in the present generates unexpected benefits in the form of rediscoveries. When given a choice, individuals forgo opportunities to document the present, but prefer to rediscover that present in the future.


Ting Zhang, Tami Kim, Alison Brooks, Francesca Gino, and Michael Norton (2014) ,"A “Present” For the Future: the Unexpected Value of Rediscovery", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 81-85.


Ting Zhang, Harvard Business School, USA
Tami Kim, Harvard Business School, USA
Alison Brooks, Harvard Business School, USA
Francesca Gino, Harvard Business School, USA
Michael Norton, Harvard Business School, USA


NA - Advances in Consumer Research Volume 42 | 2014

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