Apocalypse Now: the Effect of Fear and Time Orientation on Choice Deferral

Five experiments demonstrate that fear, by increasing present-focus, reduces deferral and increases choice. This effect is mediated by increasingly positive evaluations of known products within the choice set. We also demonstrate that the reduction in choice deferral is unique to fear; other discrete emotions do not lead to deferred choice.


Andrew White, Andrea Morales, Patti Williams, and Nicole Coleman (2016) ,"Apocalypse Now: the Effect of Fear and Time Orientation on Choice Deferral", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 219-224.


Andrew White, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Patti Williams, University of Pennsylvania, USA
Nicole Coleman, University of Pittsburgh, USA


NA - Advances in Consumer Research Volume 44 | 2016

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