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



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