Effect of Temporal Units on Duration Sensitivity
Employing research on numerosity and construal-level theory, we study how units influence reactions to changes in duration. We demonstrate that, in some situations, duration sensitivity is higher when duration changes are expressed in smaller rather than larger units (days, rather than months), but a reversal occurs in some other situations.
Ashwani Monga and Rajesh Bagchi (2011) ,"Effect of Temporal Units on Duration Sensitivity", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.
Ashwani Monga, University of South Carolina, USA
Rajesh Bagchi, Virginia Tech, USA
NA - Advances in Consumer Research Volume 38 | 2011
Corporate Social Responsibility and Dishonest Consumer Behavior
In-Hye Kang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Data-Driven Computational Brand Perception
Sudeep Bhatia, University of Pennsylvania, USA
Christopher Olivola, Carnegie Mellon University, USA
Born to Shop? A Genetic Component of Deal Proneness
Robert M Schindler, Rutgers University, USA
Vishal Lala, Pace University
Jeanette Taylor, Florida State University