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The Effect of Future Event Markers on Intertemporal Choice Is Moderated by the Reliance on Emotions versus Reason to Make Decisions

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  • Frank May

Abstract

This research examines how future event markers influence intertemporal choice, and it demonstrates across five studies that the number of salient events between a smaller-sooner and larger-later option impacts patience. The direction of the effect depends on whether the individual relies on emotion versus reason to make decisions. For those who rely on emotion, additional events increase patience. Conversely, for individuals who rely on reason, additional events decrease patience. These effects are driven by perceptions of time, as events contract perceptions of time for emotional decision makers but expand perceptions of time for rational decision makers. Implications arise for intertemporal choice, time perception, and emotional versus rational decision making.

Suggested Citation

  • Frank May, 2017. "The Effect of Future Event Markers on Intertemporal Choice Is Moderated by the Reliance on Emotions versus Reason to Make Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(2), pages 313-331.
    • Handle: RePEc:oup:jconrs:v:44:y:2017:i:2:p:313-331.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucw081
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    Citations

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    Cited by:

    1. Yue Wang & Xiaoyu Wang & Xiao Yang & Fangyuan Yuan & Ying Li, 2023. "View of Times and Temporal Focus under the Pace of Life on the Impact of Intertemporal Decision Making," IJERPH, MDPI, vol. 20(5), pages 1-13, February.
    2. Gui, Dan-Yang & Liu, Shixiong & Dai, Yu & Liu, Ying & Wang, Xiaoli & Huang, Huiying, 2021. "Greater patience and monetary expenditure: How shopping with companions influences purchase decisions," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    3. Mariela E Jaffé & Leonie Reutner & Rainer Greifeneder, 2019. "Catalyzing decisions: How a coin flip strengthens affective reactions," PLOS ONE, Public Library of Science, vol. 14(8), pages 1-14, August.
    4. Bhattacharyya, Ayan & Jha, Subhash & Guha, Abhijit & Biswas, Abhijit, 2023. "Should firms display the sale price using larger font?," Journal of Retailing, Elsevier, vol. 99(1), pages 17-25.

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