The Sign Effect in Consumer Intertemporal Choice: Evidence and Explanation
People discount positive future events more than negative future events. We find evidence for this “sign effect” in several consumer contexts, including a field study on retirement planning. We find that it is partly explained by asymmetries in anticipation, and is not explained by loss aversion.
Citation:
David Hardisty and Elke U. Weber (2019) ,"The Sign Effect in Consumer Intertemporal Choice: Evidence and Explanation", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 309-314.
Authors
David Hardisty, University of British Columbia, Canada
Elke U. Weber, Princeton University, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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