{"id":2647,"date":"2021-05-10T06:13:44","date_gmt":"2021-05-10T06:13:44","guid":{"rendered":"http:\/\/3.35.173.53\/?p=2647"},"modified":"2021-05-10T06:13:44","modified_gmt":"2021-05-10T06:13:44","slug":"milkman-k-l-rogers-t-bazerman-m-h-2010-ill-have-the-ice-cream-soon-and-the-vegetables-later-a-study-of-online-grocery-purchases-and-order-lead-time-marketing-letters-211-1","status":"publish","type":"post","link":"https:\/\/happyfinder.co.kr\/?p=2647","title":{"rendered":"Milkman, K. L., Rogers, T., &#038;Bazerman, M. H. (2010). I\u2019ll have the ice cream soon and the vegetables later: A study of online grocery purchases and order lead time. Marketing Letters, 21(1), 17-35."},"content":{"rendered":"<p>How do decisions made for tomorrow or 2&nbsp;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 \u201cshould\u201d items (e.g., vegetables), and order a lower percentage of \u201cwant\u201d 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\u2019s <em class=\"EmphasisTypeItalic \">should<\/em> selves exert more influence over their choices the further in the future outcomes will be experienced. However, orders placed for delivery tomorrow versus 2&nbsp;days in the future do not show this <em class=\"EmphasisTypeItalic \">want<\/em>\/<em class=\"EmphasisTypeItalic \">should<\/em> pattern, and we discuss a potential explanation.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><!--StartFragment--><\/p>\n<p class=\"0\" style=\"background: rgb(255, 255, 255); mso-pagination: none; mso-padding-alt: 0pt 0pt 0pt 0pt;\"><span lang=\"EN-US\" style=\"background: rgb(255, 255, 255); letter-spacing: 0pt; font-family: Times New Roman; mso-fareast-font-family: Times New Roman; mso-ascii-font-family: Times New Roman; mso-font-width: 100%; mso-text-raise: 0pt;\">Milkman, K. L., Rogers, T., &amp;Bazerman, M. H. (2010). I\u2019ll have the ice cream soon and the vegetables later: A study of online grocery purchases and order lead time. <\/span><span lang=\"EN-US\" style=\"background: rgb(255, 255, 255); letter-spacing: 0pt; font-family: Times New Roman; font-style: italic; mso-fareast-font-family: Times New Roman; mso-ascii-font-family: Times New Roman; mso-font-width: 100%; mso-text-raise: 0pt;\">Marketing Letters, 21<\/span><span lang=\"EN-US\" style=\"background: rgb(255, 255, 255); letter-spacing: 0pt; font-family: Times New Roman; mso-fareast-font-family: Times New Roman; mso-ascii-font-family: Times New Roman; mso-font-width: 100%; mso-text-raise: 0pt;\">(1), 17-35.<\/span><\/p>\n<p class=\"0\" style=\"background: rgb(255, 255, 255); mso-pagination: none; mso-padding-alt: 0pt 0pt 0pt 0pt;\"><a href=\"https:\/\/doi.org\/10.1007\/s11002-009-9087-0\"><u style=\"text-underline: #0000ff single;\"><span lang=\"EN-US\" style=\"background: rgb(255, 255, 255); color: rgb(0, 0, 255); letter-spacing: 0pt; font-family: Times New Roman; mso-fareast-font-family: Times New Roman; mso-ascii-font-family: Times New Roman; mso-font-width: 100%; mso-text-raise: 0pt;\">https:\/\/doi.org\/10.1007\/s11002-009-9087-0<\/span><\/u><\/a><\/p>\n<p class=\"0\" style=\"background: rgb(255, 255, 255); mso-pagination: none; mso-padding-alt: 0pt 0pt 0pt 0pt;\">  <!--[if !supportEmptyParas]-->&nbsp;<!--[endif]-->  <o:p><\/o:p><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How do decisions made for tomorrow or 2&nbsp;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 [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":[],"footnotes":""},"categories":[28,15],"tags":[597,688],"_links":{"self":[{"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/posts\/2647"}],"collection":[{"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2647"}],"version-history":[{"count":1,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/posts\/2647\/revisions"}],"predecessor-version":[{"id":2648,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/posts\/2647\/revisions\/2648"}],"wp:attachment":[{"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2647"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2647"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2647"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}