Time Units and Patience

In intertemporal choices between smaller-sooner (SS) and larger-later (LL) rewards, we investigate an interactive effect of wait time units (large vs. small) and reward type (hedonic vs. utilitarian) on patience for LL. We show that using larger wait time units boosts patience, but only for hedonic (and not utilitarian) rewards.


Rafay A. Siddiqui, Ashwani Monga, and Eva Buechel (2017) ,"Time Units and Patience", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 888-889.


Rafay A. Siddiqui, Hong Kong Polytechic University, Hong Kong
Ashwani Monga, Rutgers University, USA
Eva Buechel, University of South Carolina, USA


NA - Advances in Consumer Research Volume 45 | 2017

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