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The Influence of Time-Interval Descriptions on Goal-Pursuit Decisions

The Influence of Time-Interval Descriptions on Goal-Pursuit Decisions

 Munichor, Nira
 2018.
 p. 291-303. English
FramingGoal adoptionTemporal descriptionTime intervalsFocus
Tác giả CN Munichor, Nira
Nhan đề The Influence of Time-Interval Descriptions on Goal-Pursuit Decisions / Nira Munichor, Robyn A. LeBoeuf
Thông tin xuất bản 2018.
Mô tả vật lý p. 291-303.
Tóm tắt Consumers pursue numerous goals that are linked to particular time frames. Might one’s likelihood of agreeing to pursue a goal fluctuate even if nothing about the goal’s objective features changes, but if instead the only change is in how the time allotted for goal pursuit is described? Seven experiments show that consumers are more likely to agree to pursue goals when the completion interval is described by duration (e.g., “within exactly two weeks from now”) instead of date (e.g., “between today and November 17”). This pattern may arise because dates, which may make it easier to retrieve competing obligations falling within the interval, lead people to focus more on the (unenjoyable) goal-pursuit process, whereas durations, which present the interval in isolation, allow people to focus more on the goal’s (beneficial) outcome. These findings suggest that although how a time interval is described seems inconsequential, it has striking effects on goal-pursuit decisions and therefore has important implications for the marketing of products and actions designed to assist consumers in achieving their goals.
Từ khóa tự do Framing
Từ khóa tự do Goal adoption
Từ khóa tự do Temporal description
Từ khóa tự do Time intervals
Từ khóa tự do Focus
Tác giả(bs) CN LeBoeuf, Robyn A.
Nguồn trích Journal of Marketing Research: (April 2018)- Vol. 55, No. 2.
MARC
Hiển thị đầy đủ trường & trường con
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520[ ] |a Consumers pursue numerous goals that are linked to particular time frames. Might one’s likelihood of agreeing to pursue a goal fluctuate even if nothing about the goal’s objective features changes, but if instead the only change is in how the time allotted for goal pursuit is described? Seven experiments show that consumers are more likely to agree to pursue goals when the completion interval is described by duration (e.g., “within exactly two weeks from now”) instead of date (e.g., “between today and November 17”). This pattern may arise because dates, which may make it easier to retrieve competing obligations falling within the interval, lead people to focus more on the (unenjoyable) goal-pursuit process, whereas durations, which present the interval in isolation, allow people to focus more on the goal’s (beneficial) outcome. These findings suggest that although how a time interval is described seems inconsequential, it has striking effects on goal-pursuit decisions and therefore has important implications for the marketing of products and actions designed to assist consumers in achieving their goals.
653[ ] |a Framing
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653[ ] |a Temporal description
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700[ ] |a LeBoeuf, Robyn A.
773[0 ] |t Journal of Marketing Research: (April 2018) |g Vol. 55, No. 2.
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