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Jurnal

JMR : JOURNAL OF MARKETING RESEARCH

Keyword

retirement saving, temporal discounting, future self-continuity, immersive virtual reality, intertemporal choice

Pengarang

Hal E. Herhfield, at.al

Subject

MARKETING

[Abstrak]

Many people fail to save what they
will need for retirement. Research on excessive discounting of the future
suggests that removing the lure of immediate rewards by precommiting to
decisions or elaborating the value of future rewards both can make decisions
more future oriented. The authors explore a third and complementary route, one
that deals not with present and future rewards but with present and future
selves. In line with research that shows that people may fail, because of a
lack of belief or imagination, to identify with their future selves, the
authors propose that allowing people to interact with age-progressed renderings
of themselves will cause them to allocate more resources to the future. In four
studies, participants interacted with realistic computer renderings of their
future selves using immersive virtual reality hardware and interactive decision
aids. In all cases, those who interacted with their virtual future selves exhibited
an increased tendency to accept later monetary rewards over immediate ones.

Periode

Vol 48, Nomor SPE, Tahun 2011

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