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.


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.


David Hardisty, University of British Columbia, Canada
Elke U. Weber, Princeton University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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