Featured Research

from universities, journals, and other organizations

Need to move soon? Don't trust your emotions

Date:
December 11, 2012
Source:
University of Chicago Press Journals
Summary:
Consumers are more likely to make emotional instead of objective assessments when the outcomes are closer to the present time than when they are further away in the future, according to a new study.

Consumers are more likely to make emotional instead of objective assessments when the outcomes are closer to the present time than when they are further away in the future, according to a new study in the Journal of Consumer Research.

"The proximity of a decision's outcome increases consumer reliance on feelings when making decisions. Feelings are relied upon more when the outcome is closer in time because these feelings appear to be more informative in such situations," write authors Hannah H. Chang (Singapore Management University) and Michel Tuan Pham (Columbia University).

From which snack to buy to which apartment to rent, we base many of our decisions on either feelings or objective assessment. The option that appeals more to our feelings is often not the one that "makes more sense." When do consumers rely more on their feelings than objective assessments? And how does the proximity of the decision outcome influence consumer decision-making? For example, when looking for an apartment to rent, some consumers may decide which apartment to rent only a week before moving in, while others may decide several months in advance.

In one study, college students were asked to imagine that they were about to graduate, had found a well-paying job, and were looking for an apartment to rent after graduation. They were then given a choice between an apartment that appeals more to their feelings (a smaller, prettier apartment with better views) and an option that is objectively better (a bigger, more conveniently located apartment). Compared to college juniors and those who imagined graduating a year later, college seniors and those who imagined graduating and moving into an apartment next month were more likely to choose the former option.

"Companies should consider the time between consumer decision-making and consumption. When consumers will be deciding immediately prior to consumption (choosing an entrιe at a restaurant or a mobile phone plan), companies should focus on messages that appeal to consumers' feelings. When they will be deciding well in advance (choosing a retirement plan or booking flights), companies should focus less on emotional appeals and instead emphasize messages that appeal to objective assessments," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Hannah H. Chang Michel Tuan Pham. Affect as a Decision-Making System of the Present. Journal of Consumer Research, June 2013 (in press)

Cite This Page:

University of Chicago Press Journals. "Need to move soon? Don't trust your emotions." ScienceDaily. ScienceDaily, 11 December 2012. <www.sciencedaily.com/releases/2012/12/121211130440.htm>.
University of Chicago Press Journals. (2012, December 11). Need to move soon? Don't trust your emotions. ScienceDaily. Retrieved September 1, 2014 from www.sciencedaily.com/releases/2012/12/121211130440.htm
University of Chicago Press Journals. "Need to move soon? Don't trust your emotions." ScienceDaily. www.sciencedaily.com/releases/2012/12/121211130440.htm (accessed September 1, 2014).

Share This




More Mind & Brain News

Monday, September 1, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Coffee Then Napping: The (New) Key To Alertness

Coffee Then Napping: The (New) Key To Alertness

Newsy (Aug. 30, 2014) — Researchers say having a cup of coffee then taking a nap is more effective than a nap or coffee alone. Video provided by Newsy
Powered by NewsLook.com
Young Entrepreneurs Get $100,000, If They Quit School

Young Entrepreneurs Get $100,000, If They Quit School

AFP (Aug. 29, 2014) — Twenty college-age students are getting 100,000 dollars from a Silicon Valley leader and a chance to live in San Francisco in order to work on the start-up project of their dreams, but they have to quit school first. Duration: 02:20 Video provided by AFP
Powered by NewsLook.com
Baby Babbling Might Lead To Faster Language Development

Baby Babbling Might Lead To Faster Language Development

Newsy (Aug. 29, 2014) — A new study suggests babies develop language skills more quickly if their parents imitate the babies' sounds and expressions and talk to them often. Video provided by Newsy
Powered by NewsLook.com
Electrical Stimulation Boosts Brain Function, Study Says

Electrical Stimulation Boosts Brain Function, Study Says

Newsy (Aug. 29, 2014) — Researchers found an improvement in memory and learning function in subjects who received electric pulses to their brains. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins