The Present Is Not the Present: How Processing the Present Progressive Brings Future Events and Promotional Deadlines Closer

Advertisement uses both, present progressive and simple (“Mc Donald’s-I am loving it”, “I love NY”). Based on linguistic relativity theory we show that using the progressive affects time evaluations. It reduces the duration of non-joyful tasks, increases liking for task-supporting-products, moves future events closer and increases willingness-to-pay for event-related products.



Citation:

Andrea Weihrauch and Siegfried Dewitte (2015) ,"The Present Is Not the Present: How Processing the Present Progressive Brings Future Events and Promotional Deadlines Closer", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 734-735.

Authors

Andrea Weihrauch, Katholieke University Leuven, Belgium
Siegfried Dewitte, Katholieke University Leuven, Belgium



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

Is CSR for Sale? Investigating the Effects of Acquisition of Socially Responsible Brands on CSR Perceptions

Bianca Grohmann, Concordia University, Canada
Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada

Read More

Featured

Boomerang Effect: How Sustainable Disposal Options Spur Green Consumers to Overconsume

Sommer Kapitan, Auckland University of Technology, New Zealand
Saerom Lee, University of Texas at San Antonio, USA
Eunjoo Han, Auckland University of Technology, New Zealand

Read More

Featured

L12. Should I Stay or Should I Go: When Our Companies Have Eyes for Other Consumers

Na Ri Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana University, USA

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.