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Saturday, May 31, 2008

Considering the Future: The Conceptualization and Measurement of Elaboration on Potential Outcomes
JOURNAL OF CONSUMER RESEARCH, Inc. • Vol. 35 • June 2008

We examine a new construct dealing with individuals’ tendency to elaborate on potential outcomes, that is, to generate and evaluate potential positive and negative consequences of their behaviors.

We develop the elaboration on potential outcomes (EPO) scale and then investigate its relationships with conceptually related traits and its association with consumer behaviors such as exercise of self-control, procrastination, compulsive buying, credit card debt, retirement investing, and healthy lifestyle.

Finally, we show that consumers with high EPO levels exhibit more effective self-regulation when faced with a choice and that EPO can be primed, temporarily improving self-regulation for consumers with low EPO levels.

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