The Preference For Simultaneity: When Different Events Happen to Different People At the Same Time
We document the preference for simultaneity (i.e., when events that happen to the self and to close others occur at the same time). This preference systematically decreases as events increase in magnitude, is explained by the desire to connect, and offers guidance for marketers in scheduling events for consumers.
Franklin Shaddy, Yanping Tu, and Ayelet Fishbach (2018) ,"The Preference For Simultaneity: When Different Events Happen to Different People At the Same Time", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 209-213.
Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA
NA - Advances in Consumer Research Volume 46 | 2018
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