Now or later? Consumer product evaluation depends on purchase timing

Now or later? Consumer product evaluation depends on purchase timing

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 in the Journal of Consumer Research 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.

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<a href="http://www.physorg.com/news161356514.html">Now or later? Consumer product evaluation depends on purchase timing</a> 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 in the Journal of Consumer Research 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.