Prospective and retrospective evaluations of experiences: how you evaluate an experience depends on when you evaluate it

Abstract Prior research (cf. Soman & Shi, 2001 ) has shown that obstacles and periods of low progress in an experience reduce the evaluation of that experience. In this research, we propose that the temporal distance between the obstacle and the time of making the evaluation moderates the effect of the obstacle. Consequently, an early (late) obstacle reduces prospective (retrospective) evaluation more significantly than a late (early) obstacle. In two experiments, we find support for this temporal proximity hypothesis. Further, differences between prospective and retrospective evaluations disappeared when the data were analyzed in terms of temporal distance, suggesting that the judgment policies underlying prospective and retrospective evaluations were the same. We also show that it is possible to create pairs of paths such that one of the two paths would be preferred when viewed in prospect, but the other path might be preferred in retrospect. Copyright © 2002 John Wiley & Sons, Ltd.