Being Hedonic and Becoming Prudent

The current research suggests that consumers’ choices and preferences shift depending on their time-oriented mindset. More specifically, we show that when consumers think about their current selves (i.e. are in a “being” mindset) they are more likely to be hedonic. However, when consumers think about their future selves (i.e. are in a “becoming” mindset) they are more likely to be prudent. We test this notion in 3 studies (testing spending preferences, gift-receiving preferences, and a choice setting) and find a consistent pattern, in which “being” leads to more hedonic preferences and choices whereas “becoming” leads to more prudent ones.


Camille Johnson and Danit Ein-Gar (2008) ,"Being Hedonic and Becoming Prudent", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 957-957.


Camille Johnson, Stanford University
Danit Ein-Gar, Stanford University


NA - Advances in Consumer Research Volume 35 | 2008

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