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Despite the intuitive appeal of conceptualizing time as a resource, like money, to which prospect theory should apply, the application of prospect theory to time-related decisions has met with mixed results. Existing literature has failed repeatedly to find evidence of loss aversion and the characteristic reflection effect in the realm of time, leading researchers to conclude that consumers have an overriding preference for certainty with respect to time, unlike other resources. This article presents evidence to the contrary. Drawing on literature from organizational behavior, the authors posit that consumers' schedules provide the reference points necessary to produce the reflection effect in time-related decisions. Two experimental studies support this expectation. Potential rationales and limiting conditions are explored.

This article examines the relationship between ad learning and adbased persuasion; it proposes that consumer identification of the advertising brand positively affects attitude toward the ad, which in turn enhances positive brand attitudes. A model integrating learning and attitudinal responses to ads was tested with aggregate readership recognition scores and attitudinal measures for different ads. Results suggested that identification of the advertiser is a crucial operation in ad processing. Ads that facilitated identification of the brand appeared credible, which contributed to enhancing their persuasive impact. Neither the degree of overall attention devoted to an ad previous to brand identification, nor subsequent extensive elaboration of the ad's copy, affected ad or brand attitudes.

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