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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