When value happens can matter more than the value itself. A study on temporal framing looked at a familiar problem. Most folks say they care about the environment. Yet we don’t consistently buy products that support it. The gap isn’t so much price, or beliefs. It’s mostly about time. When benefits are framed as happening “fairly soon,” some buyers disengage. When the same benefits are framed further into the future, those same buyers become more positive, more interested, AND more likely to...