Fantasies Come True, and Soon: Mental Construal As a Function of Regulatory State and Time Horizon

There are events we experience that we savor and those that we shun. The current research proposes that individuals in a promotion state savor via anticipation. They use a narrower form of thinking in the distant rather than in near future as they want to prolong the pleasure of thinking. Alternatively, individuals in a prevention state shun by "pushing away" the experience relating to events that are expected to take place in the distant rather than in the near future. Consequently, they engage in a broader form of thinking about those events. Four experiments found support for the "savor or shun" effect in various consumer contexts.



Citation:

Yael Steinhart, David Mazursky, and Michael Kamins (2010) ,"Fantasies Come True, and Soon: Mental Construal As a Function of Regulatory State and Time Horizon", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 454-454 .

Authors

Yael Steinhart, University of Haifa, Israel
David Mazursky, The Hebrew University of Jerusalem, Israel
Michael Kamins, Stony Brook University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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