Procrastination of Enjoyable Experiences

of Management, University of California, Los Angeles (e-mail: suzanne. [email protected]). Ayelet Gneezy is Assistant Professor of Marketing, Rady School of Management, University of California, San Diego (e-mail: [email protected]). This article is based in part on Suzanne Shu’s doctoral dissertation. The authors thank the excellent JMR review team; Gal Zauberman; and dissertation committee members Richard Thaler, George Wu, Yuval Rottenstreich, and France Leclerc for their insightful comments and guidance. They also thank Alessandro Pevitero, the Museum of Contemporary Art in San Diego, the French Pastry Café, and AMC Theaters for providing data. Dilip Soman served as associate editor for this article. SUZANNE B. SHU and AYELET GNEEZY*