Increasing Saving Behavior Through Age-Progressed Renderings of the Future Self
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- Hal E. Hershfield
- Marketing, New York University
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- Daniel G. Goldstein
- Marketing, London Business School, and Principal Research Scientist, Yahoo Research
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- William F. Sharpe
- STANCO 25 Professor of Finance, Emeritus, Graduate School of Business, Stanford University
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- Jesse Fox
- School of Communication, Ohio State University
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- Leo Yeykelis
- Department of Communication, Stanford University
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- Laura L. Carstensen
- Fairleigh Dickinson, Jr. Professor of Public Policy and Professor of Psychology, Department of Psychology, Stanford University
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- Jeremy N. Bailenson
- Department of Communication, Stanford University
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説明
<jats:p> 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 precommitting 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. </jats:p>
収録刊行物
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- Journal of Marketing Research
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Journal of Marketing Research 48 (SPL), S23-S37, 2011-02
SAGE Publications