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

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