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The Future Is Now: Temporal Correction in Affective Forecasting

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Abstract

Decisions are often based on predictions of the hedonic consequences of future events. We suggest that people make such predictions by imagining the event without temporal context (atemporal representation), assuming that their reaction to the event would be similar to their reaction to the imagined event (proxy reactions), and then considering how this reaction might change were the event displaced in time (temporal correction). In a laboratory study, control participants based their predictions of future food enjoyment on the temporal location of its consumption, whereas cognitively loaded participants based their predictions on their current hunger. In a field study, shoppers based their food purchases on the temporal location of its consumption, whereas shoppers for whom this information was not salient based their purchases on their current hunger. These findings suggest that predictions of future hedonic reactions may initially be based on the hedonic reactions one experiences as one imagines the event atemporally, and that this initial prediction is then corrected with information about the time at which the event will actually occur.

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      Hunger is an adaptive motivational state that drives us to eat, restoring homeostatic balance (Saper et al., 2002). There is extensive evidence that hunger enhances the valuation of food (Cameron et al., 2014; Gilbert et al., 2002) although it is unclear if this effect is domain-general, rather than just stimulus-specific, or whether it can trigger impulsive behaviours. More generally, hunger increases impulsive behaviour in non-human animals (Anderberg et al., 2016; Laude et al., 2012; Zheng et al., 2019).

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    This research was supported by Research Grant RO1-MH56075 from the National Institute of Mental Health. We are grateful to the management of HEB's Central Market in Austin, Texas, for generously allowing us to conduct Study 2 on their premises and for helping us with many aspects of data collection. We also thank Lisa Hiza and Jennifer Hunter for assistance in the execution of these studies; members of our laboratory groups for various contributions to this work; and Jay Koehler, George Loewenstein, Matt Lieberman, and many anonymous reviewers for helpful comments on an earlier draft of this article.

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    Address correspondence and reprint requests to Daniel Gilbert, Department of Psychology, William James Hall, 33 Kirkland Street, Harvard University, Cambridge, MA 02138. Fax: (617) 495-3892. E-mail: [email protected].

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