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



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