Effect of Time Horizon Perspective on Apparel Liking

Abstract

<p>Recent studies revealed the importance of time horizon perspectives in understanding happiness derived from consumption (i.e., post-purchase consumption evaluation) (Bhattacharjee & Mogilner, 2014; Carter & Gilovich, 2012). Most studies advocate the increased importance of experience consumption (e.g., travel) over material consumption (e.g., apparel) to consumers with limited time horizon. Although these studies have deepened our understanding of consumers’ motivation, prior research does not provide informative implication to apparel retailers. The current study aims to fill this gap and investigate the role of time horizon in consumers’ apparel pre-purchase evaluation.</p>