S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Seoul Journal of Business Seoul Journal of Business Volume 18, Number 1/2 (2012)
I Will Like It Later But Not Now: The Roles of Temporal Distance and Guilt in Hedonic Product Evaluation
- PARK, KIWAN; KIM, YOUNGRONG
- Issue Date
- Seoul Journal of Business, Vol.18 No.1, pp. 106-123
- How and why does temporal distance influence consumers’ evaluation of future hedonic consumption? Drawing upon the construal level theory, we propose that guilt is a lower-level construal than hedonic pleasure and
becomes salient in the immediate versus distant consumption. As such, we hypothesize that consumers evaluate future hedonic consumption less positively as temporal distance becomes smaller. We find that temporal distance influences product evaluation when the product is framed as a hedonic option, but not when it is framed as a utilitarian one (study 1). The effect of
temporal distance is mediated by anticipated guilt (study 2).