Operations, Information and Decisions Papers

Document Type

Journal Article

Date of this Version

3-2010

Publication Source

Marketing Letters

Volume

21

Issue

1

Start Page

17

Last Page

35

DOI

10.1007/s11002-009-9087-0

Abstract

How do decisions made for tomorrow or 2 days in the future differ from decisions made for several days in the future? We use data from an online grocer to address this question. In general, we find that as the delay between order completion and delivery increases, grocery customers spend less, order a higher percentage of “should” items (e.g., vegetables), and order a lower percentage of “want” items (e.g., ice cream), controlling for customer fixed effects. These field results replicate previous laboratory findings and are consistent with theories suggesting that people’s should selves exert more influence over their choices the further in the future outcomes will be experienced. However, orders placed for delivery tomorrow versus 2 days in the future do not show this want/should pattern, and we discuss a potential explanation.

Copyright/Permission Statement

The final publication is available at Springer via http://dx.doi.org/10.1007/s11002-009-9087-0

Keywords

lead time, intertemporal choice, want/should, E-commerce, intrapersonal conflict

 

Date Posted: 27 November 2017

This document has been peer reviewed.