Past Or Future? the Impact of Time on Licensing Effect Moderated By Decision-Making Mindset

We investigate the relative impact of retrospective versus prospective licensing on consumer food choice and identify decision-making mindset as an important determinant. Three experiments demonstrate that retrospective licensing is more impactful among outcome-focused consumers than rule-focused consumers, whereas the opposite is true for prospective licensing.


Suwon Choi and Jongwon Park (2019) ,"Past Or Future? the Impact of Time on Licensing Effect Moderated By Decision-Making Mindset", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 515-517.


Suwon Choi, Korea University, South Korea
Jongwon Park, Korea University, South Korea


NA - Advances in Consumer Research Volume 47 | 2019

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