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Deferring versus expenditing consumption: the effect of outcome concreteness on sensitivity to time horizon
Consumers often face decisions that involve trade-offs between costs and benefits that are distributed over time. One example of such a decision that gained importance with the emergence of online shopping is the timing-cost trade-off of shipping. In the current article, the authors show that the way intertemporal decisions are framed has a significant impact on consumers' preferences for consumption timing. The authors propose a framework that describes why temporal framing of a timing decision (delay versus expedite) would lead to differences in preference. Specifically, if a decision is framed as a decision to expedite, consumers will show less impatience than with a delay scenario, resulting in more proportional valuation of different waiting periods. These findings indicate that it is important for companies to understand the psychological effects that temporal framing of options has on consumers. In conclusion, this article demonstrates that different temporal frames (delay versus expedite) lead to different degrees of bias toward the present..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior Decision analysis Electronic commerce Consumption Preferences studies Temporal logic |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |