The Future Is Fleeting: How Ephemeral Brand Messages Impact Viewing Behavior

Ephemeral messages, such as those on Snapchat, introduce a new form of time limit—they disappear within a specified time after being opened. We show that ephemerality drives consumers to open these messages earlier, even though there is no limit on “opening time”, but only on “seeing time”.



Citation:

Aradhna Krishna, Ryan Elder, and Yeonjin Sung (2020) ,"The Future Is Fleeting: How Ephemeral Brand Messages Impact Viewing Behavior", 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: 470-473.

Authors

Aradhna Krishna, University of Michigan, USA
Ryan Elder, Brigham Young University, USA
Yeonjin Sung, University of Michigan, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

No Self to Spare: How the Cognitive Structure of the Self Influences Moral Behavior

Rima Touré-Tillery, Northwestern University, USA
Alysson Light, University of the Sciences

Read More

Featured

Trust in Doubt: Co-Chair's Invited Panel

Adam Berinsky, Massachusetts Institute of Technology, USA
John Gray, MentionMapp.com
Andre Spicer, City University of London, UK

Read More

Featured

Attribution of Authenticity: The Benefits of Self-Disclosure of Unfavorable Information

Li Jiang, Carnegie Mellon University, USA
Maryam Kouchaki, Northeastern University, USA
Francesca Gino, Harvard Business School, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.