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

Machine Talk: How Conversational Chatbots Promote Brand Intimacy and Influence Consumer Choice

Thomas Hilden, University of Geneva, Switzerland
Christian Hildebrand, University of Geneva, Switzerland
Gerald Häubl, University of Alberta, Canada

Read More

Featured

Beyond Needs and Wants: How Networked Hyper-rational Economic Actors “Win” the Deal but “Lose” the Shopping Trip

Colin Campbell, University of San Diego, USA
Hope Schau, University of Arizona, USA

Read More

Featured

Making Sense of Spontaneity: In-The-Moment Decisions Promote More Meaningful Experiences

Jacqueline R. Rifkin, Duke University, USA
Keisha Cutright, Duke 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.