Motivational Influences in Time Discounting: the Effect of Regulatory Focus

We examine the influence of regulatory focus on discount rate for hypothetical monetary rewards and payments. Results from three laboratory experiments indicate that, compared to prevention focus, promotion focus is associated with lower discount rates for gains but higher discount rates for losses.


Rongrong Zhou and Shenghui Zhao (2007) ,"Motivational Influences in Time Discounting: the Effect of Regulatory Focus", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 336-336.


Rongrong Zhou, HKUST, Hong Kong
Shenghui Zhao, University of Miami, USA


E - European Advances in Consumer Research Volume 8 | 2007

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