You Are More Patient When You Experienced More: the Impact of Memory Markers on Consumers’ Decisions in the Future

This research investigates how retrospective time progression can influence consumers’ decisions in the upcoming future. By using different numbers of memory markers, two studies show that people experience different retrospective time progression over the same duration, and they have different levels of patience on waiting and intertemporal choice.



Citation:

Yingting Wen and Ayse Onculer (2020) ,"You Are More Patient When You Experienced More: the Impact of Memory Markers on Consumers’ Decisions in the Future", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1235-1235.

Authors

Yingting Wen, ESSEC Business School
Ayse Onculer, ESSEC Business School



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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