Tuition Myopia: Temporal Discounting Induces a Myopic Focus on the Costs of Higher Education

Government and nonprofit agencies are pushing students to consider the upfront costs and long-term benefits of their college choice: to treat higher education as an investment decision. We find that this leads to tuition myopia - myopic focus on the proximal costs and relative to long-term benefits of colleges.



Citation:

Haewon Yoon, Yang Yang, and Carey K. Morewedge (2018) ,"Tuition Myopia: Temporal Discounting Induces a Myopic Focus on the Costs of Higher Education", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 226-230.

Authors

Haewon Yoon, Indiana University, USA
Yang Yang, University of Florida, USA
Carey K. Morewedge, Boston University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Does a Blurry Background Make a High Roller? The Effects of Blurry versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior

Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore

Read More

Featured

C6. How Does Unsatisfied Curiosity Stir Our Craving For Food?

Chen Wang, Drexel University, USA

Read More

Featured

A Beautiful MIN(D): The Multiple-Identity Network as a Framework for Integrating Identity-Based Consumer Behavior

Julian K Saint Clair, Loyola Marymount University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.