Time Window as a Self-Control Denominator: Shorter Windows Shift Preference toward Virtues and Longer Windows toward Vices
JOURNAL OF CONSUMER RESEARCH(2017)
摘要
When planning future consumption, individuals are known to opt for large virtue quantities and small vice quantities as a means of self-control. We argue that such planning may also involve the time window within which a given quantity needs to be consumed because the final objective is to plan for a desired consumption rate (i.e., quantity/time window)- a high virtue rate and a low vice rate. Five studies reveal that, when quantity is held constant, a short window (i.e., high rate) nudges individuals toward virtues, and a long window (i.e., low rate) toward vices. We find this effect for hypothetical and real virtue-vice choices, preferences, and willingness to extend a time window. Furthermore, these effects are mediated by the pursuit of long-term health goals, and are moderated such that the effect of time windows is stronger for those who need more help in meeting their self-control goals-that is, impulsive individuals. While these effects are consistent with self-control, we discuss a blend of mechanisms that may be working in conjunction, particularly at the stage that we focus on: planning rather than consuming. Our results offer strong theoretical implications and important consequences for the marketplace where expiration periods and other time windows are ubiquitous.
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关键词
time,virtue,vice,self-control
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