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
F7. Mere Packaging and Consumer Choice
Tim Philipp Doering, University of Michigan, USA
Katherine Burson, University of Michigan, USA
Andrew D Gershoff, University of Texas at Austin, USA
Small but Sincere: The Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns
Eline L.E. De Vries, University Carlos III Madrid
Lola C. Duque, University Carlos III Madrid
How Eyes Pull on the Heartstrings: Averted Eye Gaze Enhances Narrative Transportation and Self-Brand Connection
Ngoc To, University of Houston, USA
Vanessa Patrick, University of Houston, USA