Differential Discounting of Hedonic and Utilitarian Rewards: the Effect of Outcome Related Affect on Time-Sensitivity

We examine the role of the interaction between hedonic motives and time perception in hyperbolic discounting. We propose that positive affect reduces sensitivity to time, and thus enhances hyperbolic discounting, and demonstrate that time-sensitivity is indeed reduced when positive affect increases, leading to more hyperbolic discounting of hedonic than utilitarian goods.



Citation:

Selcuk Onay and Valeria Noguti (2012) ,"Differential Discounting of Hedonic and Utilitarian Rewards: the Effect of Outcome Related Affect on Time-Sensitivity", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 649-650.

Authors

Selcuk Onay, University of Waterloo, Canada
Valeria Noguti, University of Technology Sydney, Australia



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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