Publication Type
Conference Proceeding Article
Version
acceptedVersion
Publication Date
10-2009
Abstract
We posit that compared to the cognitive system, the affective system of judgment and decision making is relatively more engaged in the present. Specifically, we hypothesize that even if their accessibility is held constant, affective feelings are weighted more heavily in consumer judgments and decisions set in the present than in equivalent judgments and decisions set in the future or in the past. Consistent with this proposition, results from six experiments show that (a) compared to a more distant future, a nearer future increases consumers’ relative preferences for options that are superior in terms of integral affect over options that are cognitively superior; (b) compared to a more distant future, a nearer future also increases the influence of incidental moods on consumers’ evaluation; (c) consumers find the reliance on feelings more “natural” in decisions set in a nearer future than in decisions set in a more distant future; and (d) compared to a more distant past, a more recent past also increases the influence of incidental moods on consumers’ evaluations.
Discipline
Advertising and Promotion Management | Marketing | Sales and Merchandising
Research Areas
Marketing
Publication
Advances in Consumer Research
Volume
37
First Page
554
Last Page
555
ISSN
0098-9258
Publisher
Association for Consumer Research
Citation
CHANG, Hanwen Hannah and PHAM, Michel Tuan.
Differential Reliance on Feelings in the Present vs. the Future (or Past): Affect as a Decision Making System of the Present. (2009). Advances in Consumer Research. 37, 554-555.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/2918
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
External URL
http://web-docs.stern.nyu.edu/old_web/emplibrary/MPham%20Paper.pdf
Additional URL
https://web-docs.stern.nyu.edu/old_web/emplibrary/MPham%20Paper.pdf
Included in
Advertising and Promotion Management Commons, Marketing Commons, Sales and Merchandising Commons