Impatient No More! Impulsivity in Choice Depends on How You Frame the Question

One of the most important consumer decisions is whether to consume now, or wait until later. A robust finding is that people are much more impatient when delaying consumption than when given the opportunity to accelerate it. Query Theory (Johnson et al., 2007) suggests a cognitive, retrieval-based explanation for this asymmetry. Investigating this account, we used fMRI to study participants (n=20) making binary delay/accelerate choices between rewards varying in value and delivery-delay (immediate/future, or both future). Results supported the involvement of memory (bilateral hippocampus and related regions) and delay-specific activation of valuation-related circuits, and help explain individual differences in discounting.



Citation:

Bernd Figner, Eric Johnson, and Amy Krosch (2010) ,"Impatient No More! Impulsivity in Choice Depends on How You Frame the Question", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 60-64 .

Authors

Bernd Figner, Columbia University, USA
Eric Johnson, Columbia University, USA
Amy Krosch, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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