Get it over with, or procrastinate? New research explores our decision-making process:
New research from the UBC Sauder School of Business may have figured out why. The study, published in the Journal of Consumer Psychology, reveals key insights into how excitement, anticipation and dread factor into people's decision-making.
"This stems from the phenomenon known as 'the sign effect'," says the study's author and UBC Sauder assistant professor, David Hardisty. "A person's desire to get positive things right away is stronger than their desire to put off negative ones. However, the timing of when a person wants to handle negative things is less obvious."
Hardisty and his team found that when people look toward positive events in the future, such as an upcoming vacation, they experience pleasure, but also impatience, which makes for a mixed emotional experience.
When it comes to upcoming losses, however, the emotion tends to be all bad -- even if that root canal is far away and life at this moment is good. So rather than postpone those negative events, many prefer to get them out of the way as soon as possible.
"When you're booking a vacation, you're vicariously enjoying the vacation, which is great, but you're also contrasting it with your current situation, which is bad. So you have that mix," says Hardisty. "And for losses, it's more of a unidimensional bad feeling. When you have a dentist's appointment coming up, you don't like thinking about the pain in the dental chair."
Journal Reference
David J. Hardisty, Elke U. Weber. Impatience and Savoring vs. Dread: Asymmetries in Anticipation Explain Consumer Time Preferences for Positive vs. Negative Events, Journal of Consumer Psychology (DOI: 10.1002/jcpy.1169)
(Score: 2) by acid andy on Sunday June 07 2020, @12:24AM
If a task is challenging and doesn't have a clear deadline, you can often feel like it's not the best time to tackle it--the brain's great at coming up with reasons why like you're feeling too tired or distracted or haven't done enough planning--so you can start to worry about things that you think will go wrong with it if you do it now (depression, as you mentioned, magnifies these issues). For this, the adage "Don't let perfect be the enemy of good." can be a real savior.
If a cat has kittens, does a rat have rittens, a bat bittens and a mat mittens?