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.
Citation:
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.
Authors
Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
C4. The role of attachment to a human brand in improving eating habits
Amélie Guèvremont, École des Sciences de la Gestion, UQAM
Featured
Expressing Dissent: How Communication Medium Shapes Dehumanization and Attitude Change
Juliana Schroeder, University of California Berkeley, USA
Featured
When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product
Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA