The Sign Effect in Past and Future Discounting

We compare the extent to which people discount positive and negative events in the future and in the past. We find that the tendency to discount gains more than losses (i.e., the sign effect) emerges for future, but not past, outcomes, and is mediated by contemplation utility.


Sarah Molouki, David Hardisty, and Eugene M. Caruso (2019) ,"The Sign Effect in Past and Future Discounting", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 73-77.


Sarah Molouki, University of Chicago, USA
David Hardisty, University of British Columbia, Canada
Eugene M. Caruso, University of Chicago, USA


NA - Advances in Consumer Research Volume 47 | 2019

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