Katherine L Christensen, Hal E Hershfield, Sam J Maglio
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Back to the Present: How Direction of Mental Time Travel Affects Perceptions of Similarity over Time and Saving Behavior
Many consumers say they want to save for the future yet struggle to do so. This research examines this saving behavior problem from a persuasive messaging standpoint. With the goal of helping people take better care of their future selves, we build on a stream of research that has found that the way people view their identities over time affects the saving decisions they make. Although past research on similarity judgments across time almost exclusively starts with the present self and moves forward to the future self, such judgments could theoretically start at any point in time. Here, we explore the possibility of backward mental time travel, by asking people to start in the future and return to the present. A series of studies shows that mentally traveling from the future to the present—rather than the present to the future—increases perceived similarity between selves across time by reducing the uncertainty of the destination self. Lab studies and two large-scale experiments indicate that, as an important outcome of this novel intervention, mentally traveling from the future to the present has a small but positive impact, systematically increasing savings intentions and savings behavior.
期刊介绍:
Journal of Consumer Research, established in 1974, is a reputable journal that publishes high-quality empirical, theoretical, and methodological papers on a wide range of consumer research topics. The primary objective of JCR is to contribute to the advancement of understanding consumer behavior and the practice of consumer research.
To be considered for publication in JCR, a paper must make a significant contribution to the existing body of knowledge in consumer research. It should aim to build upon, deepen, or challenge previous studies in the field of consumption, while providing both conceptual and empirical evidence to support its findings.
JCR prioritizes multidisciplinary perspectives, encouraging contributions from various disciplines, methodological approaches, theoretical frameworks, and substantive problem areas. The journal aims to cater to a diverse readership base by welcoming articles derived from different orientations and paradigms.
Overall, JCR is a valuable platform for scholars and researchers to share their work and contribute to the advancement of consumer research.