Browse > Article

The Effects of Temporal Distance between Purchase and Consumption on Consumer Choice  

Kang, Hyun-Mo (국민대학교 경영대학)
Min, Dong-Won (단국대학교 상경대학)
Publication Information
Journal of the Korean Operations Research and Management Science Society / v.35, no.4, 2010 , pp. 1-16 More about this Journal
Abstract
In consumption environment, the time interval is frequently found between purchase and consumption. The objective of this study is to determine how consumers' purchase intentions can be influenced by this type of temporal distance. Construal level theory holds that the 'distant future situation' tend to be construed on a higher level than the 'near future situation.' Accordingly, when considering the consumption in the near future, consumers tend to be more likely to focus on the feasibility of the alternatives than on desirability. Conversely, when considering the consumption in the distant future, they are more likely to focus on the desirability of the alternatives than on feasibility. Along with the previous literature, the current study investigates the effects of temporal distance between purchase and consumption on consumer choice. Moreover, we aim to determine under which conditions these effects pertain. To test our hypotheses, we conducted a 2(temporal distance:near future vs. distant future) x 2(alternative type:high desirability, low feasibility vs. low desirability, high feasibility) x 3(additional offering:no gift, free coffee coupon, free mini book) between subjects design. The results show that the main effects of temporal distance and additional offering are significant. The 2 way interaction between temporal distance and additional offerings is also significant. Specifically, the purchase intention differentiation from additional offering tends to be larger at shorter temporal distances (near future) than at long ones (distant future).
Keywords
Construal Level Theory; Temporal Distance; Desirability; Feasibility;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Malkoc, Selin A., Gal Zauberman, and Canan Ulu, "Consuming Now or Later?," Psychological Science, Vol.16, No.5(2005), pp.411-417.   DOI   ScienceOn
2 Milkman, Katherine L., "Tap Consumers' Desire for Shoulds," Dong-A Business Review, Vol.15, No.2(2008), pp.120-121.
3 Myerson, Joel and Leonard Green, "Discounting of Delayed Rewards : Models of Individual Choice," Journal of the Experimental Analysis of Behavior, Vol.64, No.2(1995), pp. 263-276.   DOI
4 Sagristano, Michael D., Yaacov Trope, and Nira Liberman, "Time-Dependent Gambling ：Odds Now, Money Later," Journal of Experimental Psychology : General, Vol.131, No.5(2002), pp.364-376.   DOI
5 Samuelson, Paul, "A Note on Measurement of Utility," Review of Economic Studies, Vol.4 (1937), pp.155-161.   DOI   ScienceOn
6 Strotz, Robert H., "Myopia and Inconsistency in Dynamic Utility Maximization," Review of Economic Studies, Vol.23, No.3(1955), pp.165-180.   DOI   ScienceOn
7 Thaler, Richard H., "Some Empirical Evidence on Dynamic Inconsistency," Economic Letters, Vol.8, No.3(1981), pp.201-207.   DOI   ScienceOn
8 Trope, Yaacov, "Theory in Social Psychology : Seeing the Forest and the Trees," Personality and Social Psychology Review, Vol.8, No.2(2004), pp.193-200.   DOI   ScienceOn
9 Trope, Yaacov and Nira Liberman, "Temporal Construal and Time-Dependent Changes in Preference," Journal of Personality and Social Psychology, Vol.79, No.6(2000), pp.876-889.   DOI
10 Trope, Yaacov and Nira Liberman, "Temporal Construal," Psychological Review, Vol.110, No.3(2003), pp.403-421.
11 Bickel P., F. Gotze, and W. van Zwet, "Resampling Fewer than N Observations : Gains, Losses and Remedies for Losses," Statistica Sinica, Vol.7, No.2(1997), pp.1-31.
12 Estle, Sara J., Leonard Green, Joel Myerson, and Daniel D. Holt, "Discounting of Monetary and Directly Consumable Rewards," Psychological Science, Vol.18, No.1(2007), pp.58-63.   DOI   ScienceOn
13 Green, Leonard, Joel Myerson, and Edward McFadden, "Rate of Temporal Discounting Decreases with Amount of Reward," Memory and Cognition, Vol.25, No.1(1997), pp.715-723.   DOI
14 Frederick, Shane, George Loewenstein, and Ted O'Donoghue, "Time Discounting and Time Preference : A Critical Review," Journal of Economic Literature, Vol.40, No.2(2002), pp. 351-401.   DOI   ScienceOn
15 Freitas, Antonio L., Peter Salovey, and Nira Liberman, "Abstract and Concrete Self-Evaluative Goals," Journal of Personality and Social Psychology, Vol.80, No.3(2001), pp.410-424.   DOI
16 Green, Leonard and Joel Myerson, "Alternative Frameworks for the Analysis of Selfcontrol," Behavior and Philosophy, Vol.21, No.2(1993), pp.37-47.
17 Green, Leonard, Joel Myerson, and P. Ostaszewski, "Amount of Reward Has Opposite Effects on the Discounting of Delayed and Probabilistic outcomes," Journal of Experimental Psychology : Learning, Memory and Cognition, Vol.25, No.6(1999), pp.418-427.   DOI
18 Liberman, Nira and Yaacov Trope, "The Role of Feasibility and Desirability Considerations in Near and Distant Future Decisions : A test of Temporal Construal Theory," Journal of Personality and Social Psychology, Vol.75, No.1(1998), pp.5-18.   DOI
19 Liberman, Nira, Michael D. Sagristano, and Yaacov Trope, "The Effect of Temporal Distance on Level of Mental Construal," Journal of Experimental Social Psychology, Vol.38, No.6(2002), pp.523-534.   DOI   ScienceOn
20 Loewenstein, George and Drazen Prelec, "Negative Time Preference," American Economic Review, Vol.81, No.2(1991), pp.347-354.
21 Madden, Gregory J., Nancy M. Petry, Gary J. Badger, and Warren Bickel, "Impulsive and Self-Control Choices in Opioid-Dependent Patients and Non-Drug-Using Control Participants : Drug and Monetary Rewards," Experimental Clinical Psychopharmacology, Vol.5, No.3(1997), pp.256-262.   DOI
22 Benzion, Uri, Amnon Rapoport, and Joseph Yagel, "Discount Rates Inferred from Decisions : An Experimental Study," Management Science, Vol.35, No.3(1989), pp.270-284.   DOI   ScienceOn
23 하영원, "소비자 의사결정-정보처리적 접근을 중심으로", 소비자학연구, 제11권, 제2호(2000), pp.1-38.
24 김영조, 송시연, 장지훈, "자기해석의 차이가 제품태도에 미치는 영향", 마케팅 연구, 제22권, 제4호(2007), pp.157-173.
25 곽준식, "출시 시점(가까운 미래, 먼 미래)이 유사성 평가와 확장 제품 평가에 미치는 영향 : 시기추론이론을 중심으로", 마케팅관리연구, 제13권, 제4호(2008), pp.57-70.