Immediacy Bias in Consumer Attitudes and Choices Over Time
Many consumer decisions involve comparing alternatives that occur at different points in time. The current research examines the role of the immediacy bias—the tendency judge immediate emotions as more intense than distant emotions, all else equal—in consumer attitudes and choice. We demonstrate that alternatives (i.e., advertisements and movie clips) that arouse immediate pleasure are evaluated more positively than alternatives that arouse distant pleasure (studies 1 and 2). Consumers were also more likely to choose alternatives that aroused immediate rather than distant pleasure, a pattern that increased “mischoice” (study 2). These findings have both consumer welfare and managerial implications.
Katherine White and Leaf Van Boven (2007) ,"Immediacy Bias in Consumer Attitudes and Choices Over Time", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 344-346.
Katherine White, University of Calgary, Canada
Leaf Van Boven, University of Colorado at Boulder, USA
NA - Advances in Consumer Research Volume 34 | 2007
N2. The Devil Wears FAKE Prada: Dual Envy Theory Explains Why Consumers Intend to Purchase Non-Deceptive Luxury Counterfeits
Tanvi Gupta, Indian Institute of Management Bangalore
Preeti Krishnan Lyndem, Indian Institute of Management Bangalore
R12. Brand Primes Can Satiate (Important) Consumer Goals
Darlene Walsh, Concordia University, Canada
Chunxiang Huang, Concordia University, Canada
P4. Consistent Price Endings Increase Consumers Perceptions of Cheapness
Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education