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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.

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..

Suggested Citation

  • Yeung-Jo Kim & Jongwon Park & Robert S. Wyer Jr., 2009. "Effects of Temporal Distance and Memory on Consumer Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(4), pages 634-645, December.
    • Handle: RePEc:oup:jconrs:v:36:y:2009:i:4:p:634-645
    DOI: 10.1086/599765
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    Citations

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    Cited by:

    1. Kim, Kyuha & Lee, Sungmi & Choi, Yung Kyun, 2019. "Image proximity in advertising appeals: Spatial distance and product types," Journal of Business Research, Elsevier, vol. 99(C), pages 490-497.
    2. Pizzi, Gabriele & Scarpi, Daniele & Marzocchi, Gian Luca, 2014. "Showing a tree to sell the forest: The impact of attribute- and alternative-based information presentation on consumers’ choices," Journal of Economic Psychology, Elsevier, vol. 42(C), pages 41-51.
    3. Guizzardi, Andrea & Mariani, Marcello M. & Stacchini, Annalisa, 2022. "A temporal construal theory explanation of the price-quality relationship in online dynamic pricing," Journal of Business Research, Elsevier, vol. 146(C), pages 32-44.
    4. 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.
    5. Jun, Sung Youl & Kim, Kyung Ho & Park, Hye Kyung, 2019. "The effect of the preorder strategy on consumers' product choice: The moderating role of product experience and payment timing," Journal of Business Research, Elsevier, vol. 99(C), pages 80-86.
    6. Mohamed Didi Alaoui & Véronique Cova, 2021. "La distance psychologique comme outil actionnable par les managers," Post-Print hal-03126709, HAL.
    7. Pronobesh Banerjee, 2021. "Brand Representation Over Time," Working papers 443, Indian Institute of Management Kozhikode.
    8. Sipilä, Jenni & Herold, Kristiina & Tarkiainen, Anssi & Sundqvist, Sanna, 2017. "The influence of word-of-mouth on attitudinal ambivalence during the higher education decision-making process," Journal of Business Research, Elsevier, vol. 80(C), pages 176-187.
    9. Yao, Qing & Chen, Rong, 2014. "Gift Cards and Gifted Cash: The Impact of Fit between Gift Type and Message Construal," Journal of Retailing, Elsevier, vol. 90(4), pages 481-492.
    10. Kim, Kyeongheui & Park, Jongwon, 2019. "Cultural influences on brand extension judgments: Opposing effects of thinking style and regulatory focus," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 137-150.

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