The Asymmetric Effect of Highlighting Intertemporal Opportunity Costs
Highlighting the opportunity costs of smaller-sooner rewards increases patience. We show this is an implicit effect, yet one potent enough to influence future decisions. We also show this effect seems to operate by slowing down the decision making process and (implicitly) increasing attention to the opportunity costs of being impatient.
Citation:
Christopher Olivola, David Hardisty, and Daniel Read (2018) ,"The Asymmetric Effect of Highlighting Intertemporal Opportunity Costs", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 226-230.
Authors
Christopher Olivola, Carnegie Mellon University, USA
David Hardisty, University of British Columbia, Canada
Daniel Read, University of Warwick
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
The Quantity Integration Effect: Integrating Purchase and Quantity Decisions Increases Sales by Providing Closure
Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA
Featured
More Than Meets the Eye: The Influence of Tableware Aesthetics on Food Consumption
Chi Pham, UNSW Sydney
Nitika Garg, University of New South Wales
Featured
“My Brand” Behaved Badly: Psychological Ownership and Consumer Responsibility for Helping Brands Recover from Transgressions
Jennifer Wiggins, Kent State University, USA
Pamela Grimm, Kent State University, USA
Christina Kuchmaner, Kent State University, USA