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| Will You Pay More For A Gift Simply To Avoid A Fight On Valentine's Day? |
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| Living - Relationships | |||
| TS-Si News Service | |||
| Thursday, 31 January 2008 20:00 | |||
 Stanford, CA, USA. You have time to spare, you scope out grand, romantic ways to demonstrate affection for your sweetheart. But what if it's the night before and you still don't have a Valentine's gift? How might your perspective change? Research shows that as the gift-giving deadline approaches our perspective shifts from gifts with positive outcomes to gifts that will simply help us avoid a fight. Unless you get a broom, you won't sweep your sweetheart off her or his feet. A new study published in the Journal of Consumer Research has concluded that "Consumers facing an imminent decision are confronted with the negative possibility of failing to fulfill their purchasing goal."
The authors were Cassie Mogilner and Jennifer L. Aaker of Stanford University), and Ginger L. Pennington (University of Chicago).
The researchers note that "When the purchase is still far off in the future, however, consumers are likely to be fairly optimistic about succeeding and less concerned with the possibility of goal failure."
In a series of three experiments, the researchers show that consumers are drawn to products with positive outcomes when there is plenty of time left to make a purchase. In contrast, they are drawn to products that will help prevent negative outcomes when they feel crunched for time.
For example, one experiment had participants consider a trip to Europe (the experiment was conducted one month before the end of summer). Some were asked to consider a last-minute summer vacation, while others were asked to consider a vacation over winter break, several months away. They were then presented with ads from a fictitious Web site, PriceAlerts.com.
Some ads were framed positively: "Give yourself a memorable vacation!" and "Get the best deal!" Others were framed negatively: "Don't get stuck at home!" and "Don't get ripped off."
Consumers who were planning a last minute trip were willing to pay $178 more for a vacation, on average, when presented with a negative ad as opposed to a positive ad. Conversely, those who were planning a trip that was still a ways off responded to the positive ads and were willing to pay $165 more for a promotion-framed vacation than a prevention-framed vacation.
"Given that most products can be advertised as a means to promote something positive or as a means to prevent something negative, these findings are highly relevant to advertisers and marketers in their efforts to attract consumers to their products," the researchers explain. "This research offers further understanding of the critical role of anticipated pleasure and pain in decision making."
In addition, the researchers suggest that, because the same amount of time can be framed as either short or long, advertisements for products or services that are inherently prevention-oriented (e.g., insurance) would benefit from limiting the apparent time left before the purchase.
Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention. Cassie Mogilner, Jennifer L. Aaker, and Ginger L. Pennington. Journal of Consumer Research, Inc. Vol. 34, February 2008. 0093-5301/2008/3405-0015. DOI: 10.1086/521901.
Abstract. What types of products are preferred when the purchase is immediate versus off in the distant future? Three experiments address this question by examining the influence of temporal perspective on evaluations of regulatory‐framed products. The results reveal that when a purchase is about to be made, consumers prefer prevention‐ (vs. promotion‐) framed products—an effect that is driven by the pain anticipated from potentially failing one’s looming purchasing goal. When a purchase is temporally distant, however, promotion‐ (vs. prevention‐) framed products become more appealing—an effect that is driven by the anticipated pleasure from achieving one’s distant purchasing goal. Implications for the psychology of self‐regulation, anticipated affect, and willpower are discussed.
[ Full Text (PDF) ]
 The TS-Si News Service is a collaborative effort by TS-Si.org editors, contributors, and corresponding institutions. Sources can include the cited individuals and organizations, as well as TS-Si.org staff contributions. Articles and news reports do not necessarily convey official positions of TS-Si, its partners, or affiliates. We welcome your comments. Use the form below to leave a public comment or send private correspondence via the TS-Si Contact Page. We will not divulge any personal details or place you on a mailing list without your permission.TS-Si is dedicated to the acceptance, medical treatment, and legal protection of individuals correcting the misalignment of their brains and their anatomical sex, while supporting their transition into society as hormonally reconstituted and surgically corrected citizens.
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The TS-Si News Service
and the TS-Si Research Service are collaborations of TS-Si officials, staff, contributors, and corresponding institutions. The contents do not necessarily convey official positions of TS-Si or its owners, participants, partners, or affiliates.