I Want It Now!: Query Theory Explains Discounting Anomalies For Gains and Losses

Kirstin Appelt, Columbia University, USA
David Hardisty, Columbia University, USA
Elke Weber, Columbia University, USA
Consumers discount delayed gains (default is a smaller, sooner gain) more than accelerated gains (default is a larger, later gain) and delayed losses less than accelerated losses. We find that the prominence of thoughts in favor of the smaller, sooner amount mediates the direction effect for gains and losses.
[ to cite ]:
Kirstin Appelt, David Hardisty, and Elke Weber (2011) ,"I Want It Now!: Query Theory Explains Discounting Anomalies For Gains and Losses", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 430-431.