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Seize the Day! Encouraging Indulgence for the Hyperopic Consumer

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  • Kelly L. Haws
  • Cait Poynor
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    Abstract

    This article explores the phenomenon of "hyperopia," or an aversion to indulgence, as introduced by Kivetz and Keinan ( 2006 ) and Kivetz and Simonson ( 2002 ). We first develop a measure to capture hyperopia as an individual difference. Three empirical studies use this measure to demonstrate that hyperopia and high self-control are both conceptually and empirically distinct. Further, we show that altering the level at which an action or item is construed can make an indulgent goal or luxury product more appealing to the high hyperopia consumer by influencing its value in terms of an attractive long-term outcome. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/592129
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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 35 (2008)
    Issue (Month): 4 (09)
    Pages: 680-691

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    Handle: RePEc:ucp:jconrs:v:35:y:2008:i:4:p:680-691

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Dewitte, Siegfried, 2013. "From willpower breakdown to the breakdown of the willpower model – The symmetry of self-control and impulsive behavior," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 16-25.

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