L14. Christmas Decorations in September – What Happened to Halloween? the Effect of Prospective Event Markers on Time Perceptions and Attitudes Towards Promotions

We propose that reminders of future events, such as holiday promotions, trigger prospective event markers which affect time perceptions and attitudes towards the promotion. In three studies we show that event-related markers decrease time perceptions, rendering early holiday promotions more acceptable, while unrelated event markers have opposing effects.



Citation:

Chaumanix Dutton and Kristin Diehl (2018) ,"L14. Christmas Decorations in September – What Happened to Halloween? the Effect of Prospective Event Markers on Time Perceptions and Attitudes Towards Promotions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 905-905.

Authors

Chaumanix Dutton, University of Southern California, USA
Kristin Diehl, University of Southern California, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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