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Effects of Temporal Distance and Memory on Consumer Judgments


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


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, Oxford University Press, 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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    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. 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.
    4. 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.
    5. 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.
    6. 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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