Deconstructing the Present Bias: Linking Visceral Factors and Mental Representation Through Time Perception

Visceral factors and concrete mental representation are known to increase the degree of present bias (e.g., hyperbolic discounting). While these drivers are shown to cause present biased preferences, it has been assumed that it is caused by changes in the direct (de)valuation of the outcome. This research, however, demonstrates that affective and cognitive explanations of the present bias operate, at least in part, through shifts in subjective time perception of the relevant time horizon.


B. Kyu Kim and Gal Zauberman (2009) ,"Deconstructing the Present Bias: Linking Visceral Factors and Mental Representation Through Time Perception", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 161-164.


B. Kyu Kim, University of Pennsylvania, USA
Gal Zauberman, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Mining Consumer Minds: How Airbnb Hosts’ Motivations Affect Their Retention and Pricing Decision

Jaeyeon Chung, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA
Yanyan Li, Columbia University, USA
Oded Netzer, Columbia University, USA
Matthew Pearson, Former User Experience Researcher at Airbnb

Read More


Why is 1 out of 20 Riskier than 5%? Effect of Representing Unlikely Events as Frequency versus Percentage on Risk Perceptions

Nevena T Koukova, Lehigh University
Joydeep Srivastava, Temple University, USA

Read More


Silencing the Call of the Sirens

Janet Schwartz, Tulane University, USA

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.