Browse

I Will Like It Later But Not Now: The Roles of Temporal Distance and Guilt in Hedonic Product Evaluation

Cited 0 time in Web of Science Cited 0 time in Scopus
Authors
PARK, KIWAN; KIM, YOUNGRONG
Issue Date
2012-06
Publisher
College of Business Administration (경영대학)
Citation
Seoul Journal of Business, Vol.18 No.1, pp. 106-123
Keywords
construal levelguilthedonic consumptiontemporal distance
Abstract
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).
ISSN
1226-9816
Language
English
URI
http://hdl.handle.net/10371/79400
Files in This Item:
Appears in Collections:
College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Seoul Journal of BusinessSeoul Journal of Business Volume 18, Number 1/2 (2012)
  • mendeley

Items in S-Space are protected by copyright, with all rights reserved, unless otherwise indicated.

Browse