A Penny Saved Is Another Penny Spurned: the Effect of Promotions on Consumer Impatience

Franklin Shaddy, Columbia University, USA
Leonard Lee, Columbia University, USA
We investigate impatience as a potential consequence of exposure to promotions. Two experiments reveal that exposure to promotions increases willingness to spend money to avoid waiting and decreases willingness to wait to obtain additional money. Moreover, we find that the link between promotions and impatience is moderated by BAS sensitivity.
[ to cite ]:
Franklin Shaddy and Leonard Lee (2012) ,"A Penny Saved Is Another Penny Spurned: the Effect of Promotions on Consumer Impatience ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 911-912.