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.
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.
Christopher Olivola, Carnegie Mellon University, USA
David Hardisty, University of British Columbia, Canada
Daniel Read, University of Warwick
NA - Advances in Consumer Research Volume 46 | 2018
Immigration, Abortion, and Gay Marriage – Oh My!
TJ Weber, Cal Poly San Luis Obispo
Chris Hydock, Georgetown University, USA
Jeff Joireman, Washington State University, USA
David Sprott, Washington State University, USA
The Positivity Problem: Using Mass-Scale Emotionality to Predict Marketplace Success
Matthew D Rocklage, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Loran F Nordgren, Northwestern University, USA
Consuming Products with Experiences: Why and When Consumers Want Mementos
Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA