Love Is Patient: People Are More Willing to Wait For Things They Like

How does liking affect temporal discounting? Across seven studies, we find liking causes people to become more patient (i.e., increasing willingness to wait for a larger quantity or better quality version of a target) because liking leads people to perceive a greater difference in subjective value between the options.


Annabelle Roberts, Franklin Shaddy, and Ayelet Fishbach (2019) ,"Love Is Patient: People Are More Willing to Wait For Things They Like", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 73-77.


Annabelle Roberts, University of Chicago, USA
Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA


NA - Advances in Consumer Research Volume 47 | 2019

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