Publication Type

Journal Article

Publication Date

6-2013

Abstract

We review a variety of empirical findings consistent with the general thesis that the affective system of judgment and decision making is inherently anchored in the present. Building on this thesis, we advance the specific hypothesis that affective feelings are relied upon more (weighted more heavily) in judgments whose outcomes and targets are closer to the present than in those whose outcomes and targets are temporally more distant. Consistent with this hypothesis, results from five experiments show that temporal proximity (a) amplifies the relative preference for options that are affectively superior, and (b) increases the effects of incidental affect on evaluations. These effects are observed when compared to a more distant future as well as to a more distant past, and (c) they appear to be linked to a greater perceived information value of affective feelings in judgments whose outcomes and targets are closer to the present. Theoretical implications are discussed.

Keywords

Affect, emotions, judgement, consumer research

Discipline

Business | Marketing

Research Areas

Marketing

Publication

Journal of Consumer Research

Volume

40

Issue

1

First Page

42

Last Page

63

ISSN

0093-5301

Identifier

10.1086/668644

Publisher

Oxford University Press

Additional URL

http://dx.doi.org/10.1086/668644

Included in

Marketing Commons

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