Conviction Bias: Intertemporal Differences in Nonconforming Choices

We show that people conjecture less preference uncertainty and greater choice conviction in the distant future than in the near future – a phenomenon we term conviction bias. We find that this bias systematically affects intertemporal choices in nonconformity, such that nonconforming choices are preferred in the distant future.


Nicole Y. Kim, Se-Bum Park, Subin Im, and Sunnah Baek (2015) ,"Conviction Bias: Intertemporal Differences in Nonconforming Choices", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 324-324.


Nicole Y. Kim, Yonsei University, South Korea
Se-Bum Park, Yonsei University, South Korea
Subin Im, Yonsei University, South Korea
Sunnah Baek, Yonsei University, South Korea


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

Share Proceeding

Featured papers

See More


C2. The Bad Taste of Healthy Food Discounts

Iina Ikonen, Vrije Universiteit Amsterdam
Aylin Aydinli, Vrije Universiteit Amsterdam
Peeter Verlegh, Vrije Universiteit Amsterdam

Read More


The Self-Perception Connection: Why Consumers Devalue Unattractive Produce

Lauren Grewal, Dartmouth College, USA
Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA

Read More


J2. Consistence vs. Variety: The Effect of Temporal Orientation on Variety Seeking

YUAN ZHANG, Xiamen University
SHAOQING ZHANG, Quanzhou Normal University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.