Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention
@article{Mogilner2008TimeWT,
title={Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention},
author={Cassie Mogilner and Jennifer L. Aaker and Ginger L. Pennington},
journal={Behavioral Marketing},
year={2008},
url={https://api.semanticscholar.org/CorpusID:41362420}
}What types of products are preferred when the purchase is immediate versus off in the distant future? Three experiments address this question by examining the influence of temporal perspective on evaluations of regulatory-framed products. The results reveal that when a purchase is about to be made, consumers prefer prevention- (vs. promotion-) framed products-an effect that is driven by the pain anticipated from potentially failing one's looming purchasing goal. When a purchase is temporally…
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