University of Oulu

Teck Ming Tan, Jari Salo, Jouni Juntunen, and Ashish Kumar (2017) ,"The Effect of Temporal Distance on Self-Presentation By Brand", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 481-485

The effect of temporal distance on self-presentation by brand

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Author: Tan, Teck Ming1; Salo, Jari2; Juntunen, Jouni1;
Organizations: 1University of Oulu, Finland
2University of Helsinki, Finland
3Aalto University, Finland
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.7 MB)
Persistent link:
Language: English
Published: Association for Consumer Research, 2017
Publish Date: 2023-05-02


This paper reveals that a brand’s ability to serve as a means of presenting the consumer’s actual self versus ideal self is affected by whether the consumer’s mindset is temporally proximal or distant, which results in a more favorable attitude toward a symbolic brand and influences the choices consumers make.

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Series: Advances in consumer research
ISSN: 0098-9258
ISSN-L: 0098-9258
Volume: 45
Pages: 481 - 485
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Copyright information: © 2017 The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at Published in this repository with the kind permission of the publisher.