Impatience and Savoring vs. Dread: Asymmetries in Anticipation Explain Consumer Time Preferences for Positive vs. Negative Events

Volume: 30, Issue: 4, Pages: 598 - 613
Published: May 11, 2020
Abstract
For positive experiences (e.g., when to eat a snack), consumers generally prefer to have them immediately, and for negative experiences (e.g., when to pay a bill), consumers often prefer to delay. Yet, across three studies (plus twelve supplemental studies) we find that anticipatory feelings push in the opposite direction, and do so differently for positive vs. negative events, leading to different time preferences: The desire for immediate...
Paper Details
Title
Impatience and Savoring vs. Dread: Asymmetries in Anticipation Explain Consumer Time Preferences for Positive vs. Negative Events
Published Date
May 11, 2020
Volume
30
Issue
4
Pages
598 - 613
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