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Effects of Temporal Distance and Memory on Consumer Judgments

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  • Yeung-Jo Kim
  • Jongwon Park
  • Robert S. Wyer Jr.
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    Abstract

    Once a product has been evaluated for use, the circumstances can change and it must be reevaluated for use at a different time. Four experiments investigated processes underlying these reevaluations. Participants received information about a product that had implications for both desirability and the feasibility of using it, while anticipating either its immediate or future use. They were later asked to reevaluate the product for use at either the same or a different point in time. Participants who reevaluated the product for future use based their judgments on desirability considerations regardless of when they had considered using it initially. However, participants who reevaluated the product for immediate use also based their judgments on desirability considerations unless they had initially considered immediate use as well. These results were consistent with a conceptualization of consumer judgment processes that incorporated implications of research on construal level theory and on person memory and judgments. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/599765
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    Bibliographic Info

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

    Volume (Year): 36 (2009)
    Issue (Month): 4 (December)
    Pages: 634-645

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    Handle: RePEc:ucp:jconrs:v:36:y:2009:i:4:p:634-645

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

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    Cited by:
    1. Koehler, C.F. & Breugelmans, E. & Dellaert, B.G.C., 2010. "Consumer Acceptance of Recommendations by Interactive Decision Aids: The Joint Role of Temporal Distance and Concrete vs. Abstract Communications," ERIM Report Series Research in Management ERS-2010-041-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.

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