Impatient to Achieve Or Impatient to Receive: How the Goal Gradient Effect Underlies Time Discounting

Prior research has often confounded goal-gradient and time discounting. We separate the timing of goal completion and reward receipt, observing separate and disassociated large goal-gradient and small time discounting effects. Goal-gradient effects provide a partial, but substantial, explanation of time discounting and, consequently, can inflate estimated discount rates.



Citation:

Oleg Urminsky and Indranil Goswami (2015) ,"Impatient to Achieve Or Impatient to Receive: How the Goal Gradient Effect Underlies Time Discounting", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 74-79.

Authors

Oleg Urminsky, University of Chicago, USA
Indranil Goswami, University of Chicago, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

Can “Related Articles” Correct Misperceptions from False Information on Social Media?

Yu Ding, Columbia University, USA
Mira Mayrhofer, University of Vienna
Gita Venkataramani Johar, Columbia University, USA

Read More

Featured

Willingness to Pay: A Contextualized Method of Valuation

Sharlene He, Concordia University, Canada
Eric T. Anderson, Northwestern University, USA
Derek Rucker, Northwestern University, USA

Read More

Featured

Globalizing from the Periphery: The Role of Consumer Paratextual Translation

Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Itir Binay, Monash University, Australia

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.