Future use preference differs from immediate use preference

Now Or Later? Consumer Product Evaluation Depends On Purchase Timing

ScienceDaily (2009-05-12) -- Let's say you planned to buy a new car at the end of the year. But then your car conks out and suddenly you need to make a purchase. A new study says you'll use different criteria to evaluate vehicles in that situation than you would if you planned to buy a car immediately but then had to postpone the purchase. ... > read full article