Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention: Table 1
通过三个实验，研究了购买时间远近如何影响消费者对调节焦点框架产品的偏好，发现即时购买时预防框架产品更受欢迎，而远期购买时促销框架产品更具吸引力。
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.