The Effect of Temporal Distance on Self-Presentation By Brand

This paper reveals that a brand’s ability to serve as a means of presenting the consumer’s actual self versus ideal self is affected by whether the consumer’s mindset is temporally proximal or distant, which results in a more favorable attitude toward a symbolic brand and influences the choices consumers make.



Citation:

Teck Ming Tan, Jari Salo, Jouni Juntunen, and Ashish Kumar (2017) ,"The Effect of Temporal Distance on Self-Presentation By Brand", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 481-485.

Authors

Teck Ming Tan, University of Oulu, Finland
Jari Salo, University of Helsinki, Finland
Jouni Juntunen, University of Oulu, Finland
Ashish Kumar, Aalto University, Finland



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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