Seize the Day! Encouraging Indulgence for the Hyperopic Consumer
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..
Volume (Year): 35 (2008)
Issue (Month): 4 (09)
|Contact details of provider:|| |
When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:v:35:y:2008:i:4:p:680-691. See general 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: (Oxford University Press)
If references are entirely missing, you can add them using this form.