Mapping Time: How the Spatial Representation of Time Influences Intertemporal Choices

The results of three studies reveal that consumers incorporate contextual information related to the past-left, future-right conceptualization of time into intertemporal decisions. The authors show how presenting temporal sequences congruently (vs. incongruently) with the mental representation of time leads to longer subjective time perceptions and, hence, steeper discounting.


Marisabel Romero, Adam Craig, and Anand Kumar (2015) ,"Mapping Time: How the Spatial Representation of Time Influences Intertemporal Choices", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 673-674.


Marisabel Romero, University of South Florida
Adam Craig, University of Kentucky, USA
Anand Kumar, University of South Florida


NA - Advances in Consumer Research Volume 43 | 2015

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