Predicting Consumption Time: The Role of Event Valence and Unpacking
AbstractHow much time do consumers predict they will spend on using a product or service when they have control over the usage time? We propose that their predicted consumption time is systematically influenced by the valence and the representation of the target event. In three studies, we show that consumers predict spending more time on a pleasant event when it is unpacked into several subactivities and spending less time on an unpleasant event when it is unpacked. We also investigate the underlying mechanism and demonstrate that (1) people have a lay belief that they spend more (less) time on more (less) pleasant events and (2) unpacking increases the intensity of predicted consumption experience. We further show that these changes in time predictions influence consumption decisions and address alternative explanations, including mood, mood regulation, and attention. In closing, we discuss theoretical and managerial implications.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 38 (2011)
Issue (Month): 3 ()
Pages: 459 - 473
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.