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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.
... Lay rationalism in all previous studies was measured as an individual difference. Yet, it is also conceivable that levels of lay rationalism may situationally vary as a response to contextual cues (Hsee et al., 2015;May, 2017). Along these lines, Study 6 experimentally tested our hypotheses by manipulating lay rationalism in a 2 (reason vs. feelings) ϫ 2 (indulgence vs. restraint) experimental design. ...
... Procedure. First, we manipulated reliance on reason versus feelings in decision making by using a technique used in prior research (Avnet, Pham, & Stephen, 2012;May, 2017). Participants in the reason (feelings) condition had to argue for using reason (feelings) and against using feelings (reason) to guide decisions, as well as provide an example from their lives when they used reason (feelings) to make a decision and it turned out well. ...
... Finally, our research contributes to research on individual differences in preference for reason versus feelings using the recently developed scale of lay rationalism (Hsee et al., 2015). In addition to the evidence already provided for the validity of the scale in choices between utilitarian and hedonic goods, saving decisions, donations (Hsee et al., 2015), and intertemporal choices (May, 2017), we show how it can be used in self-control research. We also found converging evidence with Hsee et al. (2015) that lay rationalism is related to but distinct from self-control. ...
Are people more satisfied with decisions to resist or to indulge temptation? We propose that the effect of restraint versus indulgence on decision satisfaction depends on individual differences in lay rationalism, that is, reliance on reason versus feelings to guide decisions. Across 2 pilot studies and 9 main studies (N = 3,264) with different methodologies and various self-control domains, we found consistent evidence that individuals experience higher satisfaction with restraint the more they rely on reason than on feelings. The proposed effect uniquely concerns individual differences in lay rationalism and is independent from individual differences in trait self-control. We also show that authenticity (feeling true to oneself) is the mechanism underlying this effect and rule out self-typicality (acting in ways typical of oneself) as an alternative account. Additionally, we examined downstream consequences of this effect for compensatory authenticity seeking. These findings advance a more nuanced view of self-control based on identity and suggest that the subjective utility of restraint is contingent upon individual differences in reliance on reason versus feelings in decision making. Our research contributes to the understudied topic of the phenomenology of self-control and provides novel insights into its potential downsides for some individuals. We discuss theoretical implications for research on self-control, lay rationalism and authenticity.
... This is one gap in the literature in that experiments capture only a tiny part of real life. Second, only a handful of studies have used the duration of a task (Kanten, 2011;Siddiqui et al., 2014), emotional contingency (May, 2017), and hedonic contingencies (Siddiqui et al., 2018). None has dealt with project duration based on actual interventions of visual versus acoustic technology (Malik et al., 2023). ...
... Because our study is based on the complexity of the trial, we added design complexity (by the number of analysed dimensions) as a level. One of the previous authors further explored contingent effects on the direction of the correlation between abstract construal and duration estimates and discovered that 'emotion versus reason' changes this relationship (May, 2017). In a further contingency analysis, one of the authors finds that hedonic reviewers alter the duration estimate (Siddiqui et al., 2018). ...
Researchers and practitioners face the dilemma of choosing music therapy (acoustic) or art therapy (visual) for mental health management. Construal level theory (CLT) resolves this dilemma and suggests that abstract purposes result in longer predicted durations for the intended project, and a concrete method results in a shorter predicted duration for real practice. Inferentially, a longer duration estimate implies music therapy, and a shorter duration estimate implies visual therapy. Does this assumption hold in innovative clinical therapy projects for mental well-being? This study addresses this question by using clinical trial data from music and visual art therapy interventions. The results from the clinical trial data show that abstract purpose is perceived as distant and lengthy; therefore, music therapy is associated with a longer predicted duration. The concrete purpose is proximal and short; therefore, art therapy is associated with a shorter predicted duration. However, task complexity (design scope) has contingent effects on estimates whether they involve acoustic or visual technologies (music versus art). The study contributes to the application of CLT with temporal estimates. From an empirical standpoint, it provides insights into the anticipations of experimenters designing the context and methodology of the study. From a practical perspective, the results of this study offer valuable cues for decision-making, planning, and defining milestones within and between therapies, technologies and practitioners.
... Secondly, pertaining to perceptual factors, time perception plays a vital role in consumer patience due to the valuable resource (i.e., time) consumed during waiting. Prior studies have shown that spatial representation of time (Romero et al., 2019), time units (Siddiqui et al., 2018), and future event markers within a duration (May, 2017) can alter one's time perception and consequently influence their patience. Additionally, self-perception, such as selfcontinuity, can also impact patience. ...
While waiting has been a prevalent and mentally taxing experience for consumers in marketing scenarios, little research has explored situational factors that enhance consumer patience. Drawing on the priming theory, attachment theory, and conservation of resources theory, the current research examines how cuteness as a situational factor affects consumer patience. Across five experiments (N = 1030), we demonstrate that exposure to cuteness enhances consumer patience (Study 1). Moreover, we uncover that the effect is driven by perceived social support employing both mediation (Study 2) and moderation approaches (Study 3). Furthermore, we identify time pressure as the moderator, such that the effect of cuteness on consumer patience only exists among individuals under low time pressure and disappears for those under high time pressure (Study 4). Finally, we examine the downstream consequence of consumer patience for word-of-mouth positivity (Study 5). These findings contribute to the literature on cuteness, patience, and perceived social support, while also offering practical implications for companies seeking to enhance consumer patience.
... An individual with high LR is more likely to use facts as cues, while the low LR is more susceptible to mental imagery. For example, people with high LR consider the number of events between the present and greater future payoffs as a cue for assessing costs and benefits, thus reducing intertemporal preferences, while people with low LR, who rely on feelings, are more prone to mentally simulate the prospect of waiting when faced with intertemporal choices (May, 2017). Similarly, dynamic images can arouse people with low LR more than those with high LR (Fennell & Schneider, 2023). ...
Filtered selfies are prevalent on social media and are considered an effective way to project an ideal self. Built-in editing by beauty filters allows the user to easily obtain an enhanced self-image in a second, and such auto-editing filters are employed across a multitude of contexts. In the present research, we explore the effect of filtered selfies on product preference. Four studies with various real filtered selfie manipulations and an ancillary study reveal that filtered selfies promote a preference for hedonic over utilitarian products through self-worth, and this justification effect is attenuated among individuals exhibiting high levels of lay rationalism and when beauty-editing cues are salient. The studies ruled out alternative explanations of emotions and visceral state. The findings indicate the justification effect of filtered selfies for hedonic versus utilitarian products, which contributes to the literature on selfies, hedonic consumption, and practical suggestions for marketing.
... Brand reliability (three items) and company reputation (five items) scales were adapted from Folse et al. (2012) and Rapp et al. (2013), respectively. Finally, choice uncertainty was measured with the three-item scale developed by May (2017). All the questionnaire items were evaluated on a five-point Likert scale (i.e. 1 ¼ "Strongly disagree"; 5 ¼ "Strongly agree"). ...
Purpose
This study aims to examine individual behaviours regarding coronavirus disease-2019 vaccine brands.
Design/methodology/approach
Firstly, qualitative research identified the reasons for vaccine hesitancy in relation to specific brands using data gathered from 36 semi-structured interviews and processed with Leximancer software. Secondly, a new conceptual model was developed with data from 917 questionnaires and analysed using partial least squares-structural equation modelling. The model integrates health treatment effectiveness, vaccines’ immediate health benefits and individuals’ hope as antecedents of perceived vaccine brand reliability and company reputation and their relationships with choice uncertainty.
Findings
The results reveal that vaccine hesitancy can be linked with individual, group and contextual and vaccine brand influences and that brand reliability and company reputation antecedents have variable but statistically significant effects on choice uncertainty.
Practical implications
This research’s contribution lies in its analyses of vaccine acceptance and uncertainty from a vaccine brand perspective. The results can guide brand management policies implemented by public and private organisations.
Originality/value
This study contributes to academic literature by filling in two gaps. The first was that no prior studies have directly addressed vaccine brands’ impact, whereas the second gap was the need for brand management policies that public (e.g. governments and public health agencies) and private organisations (e.g. pharmaceutical laboratories) can apply.
... For Amazon Mechanical Turk (MTurk) studies, drawing from procedures outlined in May (2017) and Wang et al. (2021), we used the CloudResearch approved list and considered MTurk workers who had a 95% HIT rate approval and more than 100 completed tasks. Participants who gave incorrect responses to the attention check question did not take part in the survey. ...
Some retailers round up price discounts, such as displaying a 7.7% discount as an 8% discount. In such instances, lay beliefs would suggest that displaying an 8% discount (vs. a 7.7% discount) would increase purchase intentions. In this research report, however, we show that displaying a rounded‐up, higher‐value discount (8%) versus a more precise but lower‐value discount (7.7%) reduces purchase intentions. Specifically, we show that using a more precise discount framing increases perceptions that the discount duration is shorter, in turn increasing purchase intentions. This research report presents a relevant and counterintuitive effect, and we propose contributions to work on both behavioral pricing and numerical information processing. Furthermore, this work has implications for practice, showing how to optimally display price discounts.
... Specifically, long-term rewards usually have greater value (May, 2017). Compared with the short-term PAI, the longer PAI is accompanied by a larger amount of rewards. ...
Introduction
Performance appraisal is the most widely motivation means for employees’ initiative and work improvement. As a large number of organizations are moving from traditional annual performance appraisal to more frequent appraisals, there is little research to compare the motivational effect of different performance appraisal intervals.
Methods
We explore the relationship between performance appraisal interval (PAI) and positive work behavior (PWB) as well as how to improve the relationship between them. Drawing from the psychological momentum (PM) theory, we constructed a model of the dual effect (the time-gain effect and time-loss effect) of PAI on PWB as well as their boundary conditions.
Results
A cross-level analysis of 622 employees in 57 teams indicated that: (1) PAI exerted a positive but marginal decreasing effect on delay of gratification (DG), and then increase PWB indirectly (i.e., the time-gain effect). (2) PAI exerted a positive and marginal increasing effect on perceived uncertainty (PU), and then decrease PWB indirectly (i.e., the time-loss effect). (3) According to the additive principle of the benefit and cost proposed by Hanns et al (2016), the addition of the time-gain effect and time-loss effect leads to an inverted U-shape effect of PAI on PWB. (4) Supervisor developmental feedback (SDF) moderated the inverted U-shape effect of PAI on PWB.
Discussion
This research enriches the application of PM theory in performance appraisal research, advances employee proactivity research from a perspective of organizations’ time mechanisms, and also provides a theoretical basis for leaders to adopt developmental feedback as an optimization strategy.
... Further investigations are therefore needed to determine if the manipulation of individuals' LR would influence their electricity choices. This can be done by asking participants to provide arguments for using reason instead of feelings, and vice versa, when making decisions (Kokkoris, Hoelzl, & Alós-Ferrer, 2019;May, 2017). ...
... It is crucial for people's rational consumption and healthy life [2] and even the conservation of clean air to improve public health [3]. Intertemporal decision making refers to decisions involving outcomes available at different points in time, usually between a smaller/sooner (SS) reward and a larger/later (LL) reward [4,5]. Usually, people manifest a strong preference for immediate outcomes, and future outcomes are devalued as a function of delay, a process that is referred to as delay discounting [6]. ...
Previous studies have explored the effects of time poverty and money worship on intertemporal decision making based on a resource scarcity perspective. However, how the pace of life affects intertemporal decision making has not been examined. Furthermore, manipulating time perceptions can influence intertemporal decision-making preferences. Based on the perspective of time perception differences, it remains unknown how views of time or temporal focus affect the intertemporal decision making of individuals with different pace of life. To address these issues, study 1 adopted a correlational study to initially explore the relationship between the pace of life and intertemporal decision making. Studies 2 and 3 used manipulation experiments to examine the effects of the pace of life and view of time and temporal focus and pace of life on intertemporal decision making. The results suggest that the faster the life pace, the more recent rewards are preferred. Views of time and temporal focus manipulations can influence the intertemporal decision making of faster-paced individuals, making them prefer smaller–sooner (SS) payoffs under a linear view of time or future temporal focus and larger–later (LL) payoffs under a circular view of time or past temporal focus. However, the manipulation does not affect the intertemporal decision of slower-paced individuals. Our study examined the effect of the pace of life on intertemporal decision making based on a resource scarcity perspective, and found boundary conditions for the influence of the view of time and temporal focus on intertemporal decision making based on the perspective of differences in people’s perception of time.
... Emotions have long been construed as disruptors of the rational process (Pfister and Bohm, 2008). However, growing evidence is challenging this viewpoint; emotions can actually enhance decision-making in many circumstances (Bechara et al., 1997;Bechara and Damasio, 2005;May, 2017). Pfister and Bohm (2008) propose that emotions help to shape decision-making by providing evaluative information, triggering immediate avoidance responses or action tendencies, focusing attention and committing individuals to stick to decisions. ...
Our special session combines four papers that offer fresh, new, directions in business-to-business (B2B) research. Our first paper, “Emotions in B2B Multi-Million Dollars Sales Proposals: A Qualitative Examination of the Buying Process in Large Value Key Account Sales,” focuses on the B2B buying process with large value, key accounts. The authors, Carolyn Curasi and Jim Boles, track the specific steps within the buying cycle (Curasi et al. 2018) and offer a modified framework of the B2B buying cycle, examining drivers of sales performance (Samli et al. 1988; Verbeke et al. 2011).
... Emotions have long been construed as disruptors of the rational process (Pfister and Bohm, 2008). However, growing evidence is challenging this viewpoint; emotions can actually enhance decision-making in many circumstances (Bechara et al., 1997;Bechara and Damasio, 2005;May, 2017). Pfister and Bohm (2008) propose that emotions help to shape decision-making by providing evaluative information, triggering immediate avoidance responses or action tendencies, focusing attention and committing individuals to stick to decisions. ...
Purpose
Researchers and practitioners have traditionally maintained that organizational buying requires rational decision-making. However, individuals at organizations make decisions daily applying a confluence of rationalizations and emotions. This study aims to address the roles of personal feelings, facts and emotional advertising content in the organizational decision-making process.
Design/methodology/approach
In two studies, the authors apply both qualitative and quantitative methods to explore emotional and cognitive reactions to advertising. In Study 1, depth interviews were conducted with marketing and advertising content developers from a Fortune 100 technology company. In Study 2, a web-based survey was sent out to a Fortune 100 company’s buyer panel.
Findings
Results suggest that advertising using emotion-based themes helps to foster brand engagement tendencies and advocacy for a brand. Findings also demonstrate that organizational status (C-level executive’s vs non-C-level employees) moderates the relationship between buyers’ reliance on facts and their receptivity to advertising using emotion-based themes, such that reliance on facts increases the appeal of emotional advertising.
Research limitations/implications
This research contributes to the organizational buying literature by addressing the dearth of research on the role of emotions in organizational decision-making and providing insight into the role of advertising in business-to-business (B2B) decision-making.
Practical implications
These results imply that advertising incorporating emotion-based themes provide meaningful information to B2B buyers and is especially effective when targeted at buyers at higher levels in an organization.
Originality/value
B2B buying behavior has traditionally been considered a rational undertaking. This research explores how decision-making orientation and the presence of advertising using emotion-based themes help to foster engagement and advocacy for the brand.
... Therefore, using a decision-making aid may result in a more vivid representation of the suggested option, which may be linked to stronger feelings. This is consistent with previous research, which has shown that emotion is positively linked to mental imagery [5], and that concrete mental simulations evoke stronger emotional reactions than more abstract ones [6]. Moreover, Hsee and Rottenstreich [7] showed that providing more vivid information, such as pictures compared to text, leads to increased salience of feelings. ...
When individuals are undecided between options, they may flip a coin or use other aids that produce random outcomes to support decision-making. Such aids lead to clear suggestions, which, interestingly, individuals do not necessarily follow. Instead when looking at the outcome, individuals sometimes appear to like or dislike the suggestion, and then decide according to this feeling. In this manuscript we argue that such a decision aid can function as a catalyst. As it points to one option over the other, individuals focus on obtaining this option and engage in a more vivid representation of the same. By imagining obtaining the option, feelings related to the option become stronger, which then drive feelings of satisfaction or dissatisfaction with the outcome of the decision aid. We provide support for this phenomenon throughout two studies. Study 1 indicates that using a catalyst leads to stronger feelings. Study 2 replicates this finding using a different catalyst, and rules out alternative explanations. Here, participants report that after having used a catalyst, they experienced a stronger feeling of suddenly knowing what they want compared to the control group that did not use a catalyst. Implications of these results for research and practice are discussed.
... Subjective time often deviates from objective time, and subjective estimates of time are relatively insensitive to changes in objective duration (Zauberman et al. 2009). Subjective perception of future duration is influenced by a variety of factors, including the number of events during an interval (May 2017), emotional intensity (Van Boven et al. 2010), and arousal (Kim and Zauberman 2013). Building on this prior work, we suggest that the presence (vs. ...
Consumers often organize their time by scheduling various tasks, but also leave some time unaccounted for. The authors examine whether ending an interval of unaccounted time with an upcoming task systematically alters how this time is perceived and consumed. Eight studies conducted in both the lab and field show that bounded intervals of time (e.g., an hour before a scheduled meeting) feel prospectively shorter than unbounded intervals of time (e.g., an hour with nothing scheduled subsequently). Furthermore, consumers perform fewer tasks and are less likely to engage in relatively extended (though feasible) tasks during a bounded compared to an unbounded interval of time—even in the face of financial incentives. Finally, making a longer task easier to separate into subtasks attenuates this effect. © The Author(s) 2018. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. All rights reserved.
... Subjective time often deviates from objective time, and subjective estimates of time are relatively insensitive to changes in objective duration (Zauberman, Kim, Malkoc and Bettman, 2009). Subjective perception of future duration is influenced by a variety of factors including the number of events during an interval (May 2017), emotional intensity (Van Boven et al. 2010), and arousal (Kim and Zauberman 2013). Building on this prior work, we suggest that the presence (vs. ...
The study aims to synthesize four decades of research on emotions in marketing by delving into the specifics of who, where, how, what and when. Using quantitative and qualitative methods, 453 articles from top marketing journals were analysed. The study first presents a descriptive account of publication and citation metrics and theoretical underpinning, resolving contestation around emotion function as cause, effect, mediator and moderator. Secondly, using science mapping, along with performance and content analysis landscape of emotion research is unravelled by identifying eight clusters. These clusters placed on development timelines provide a bird's eye view and are presented on a three‐level categorization: Theory, Characteristics and Context. Clusters 1 and 2 focus on theoretical underpinning of emotion interrelationship with cognition and construal. Clusters 3 and 4 emphasized unique characteristics of emotion as antecedents and outcomes to/of evaluations/behaviours. Clusters 5, 6, 7, and 8 emphasized distinct emotional settings—notably, cluster 5 accounts for emotion interaction across service encounters and elements of service interface. Cluster 6 emphasizes effectiveness, advantage and measurement of emotion in advertising. Cluster 7 highlights how emotions are profoundly shaped by and influence social interactions/behaviour, and Cluster 8 underscores emotion embedded in brands, products and life experiences. Finally, a diverse yet unified field of emotion research in marketing is advocated by reflecting on findings, identifying opportunities for cross‐pollination, highlighting cluster‐specific future research directions and developing an integrative framework. The framework, beyond decision‐making, synthesizes distinct ways emotion arises and permeates marketplace and accounts for alternate lenses to emotion functioning, promoting newer research.
Traditional models of consumer behavior assume that customers perceive factors, e.g., time, in a rational manner throughout the day. For example, the same time period of an hour should, fundamentally, be evaluated as the same as an hour in the afternoon. Yet, across three experimental studies, we find evidence counter to this belief. Under the theoretical framework of the categorization of time, we posit that the unconscious categorization of time influences our satisfaction with company response time due to perceptions of time and resource depletion. We empirically demonstrate that the time‐of‐day of complaint submission impacts satisfaction with company response time such that the same company response time will be perceived as more satisfying in the morning than when received in the afternoon. This previously overlooked relationship builds on a robust and growing literature examining timing strategies in service recovery. We provide both low/no‐cost initiatives as well as strategic timing prioritization for marketing practitioners to maximize customer satisfaction with firm response time.
Inconsistency in consumer time preferences has been well-established and used to explain seemingly short-sighted behaviors (e.g., failures of self-control). However, prior research has conflated time-inconsistent preferences (discount rates that vary over time) with present bias (greater discounting when outcomes are delayed specifically from the present, as opposed to from a future time). This research shows that time-inconsistent preferences are reliably observed only when choices are substantially delayed (e.g., months into the future), which cannot be explained by present bias. This seeming puzzle is explained by a novel cross-period discounting framework, which predicts that consumers are more impatient when choosing between options occurring in different subjective financial periods. As a result, they display inconsistent time preferences and are less willing to wait for an equally delayed outcome specifically when a common delay to both options moves the larger-later option into a subsequent financial period. Six studies and multiple supplementary studies demonstrate that sensitivity to subjective financial periods accounts for time-inconsistent consumer preferences better than current models of time discounting based on present bias.
Prior work has shown that evaluations may be lower when retail price discounts are either small or large (vs. moderate), due to concerns about discount depth perceptions and/or product quality. Building from work on perceptual salience, we show that displaying the sale price in larger (vs. similar) font vis-à-vis the regular price makes the sale price more “salient”. In turn, when retail price discounts are either small or large (but, not moderate), such salience impacts how consumers process price discount information, mitigating concerns relating to discount depth perceptions and/or product quality, and so increasing evaluations. In effect, displaying the sale price using a relatively larger font increases consumers’ evaluations, somewhat mitigating the negative aspects of using small or large price discounts. We propose theory contributions towards research on display effects and pricing. Further, the proposed mechanism in this research note is easy-to-implement, and is expected to increase sales.
Radioactive waste management programs are vital activities required to provide conclusiveness, efficiency, and stability in supporting nuclear power programs around the globe. As more countries develop nuclear power generating programs and/or rapidly decommission nuclear power plant sites, access to radioactive waste storage/disposal facilities is of great concern. Discussed in Parts I and II of this series, countries are at different stages of progression in fulfilling moral and legal obligations with regard to managing created radioactive wastes and spent nuclear fuel.
Part III considers countries not reviewed in Parts I and II – Australia, Belgium, Czech Republic, Netherlands and Romania. This work also contemplates influencers impacting radioactive waste management programs, as well as discusses consent and science-based siting essentials.
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Shopping with companions plays a crucial role in daily consumer activities. However, only a few studies have explored the influence of this factor on consumers’ patience. We conducted four studies, including two field studies, to investigate the effects of shopping with companions (e.g., friends and peers) on purchase decisions. We found that consumers exerted greater effort when shopping with friends and peers by spending more money and being willing to wait longer for a product. This effect could be explained by three mediators: positive emotions, negative emotions, and perceived value, in which the hedonic and social value, unlike the utilitarian value, played essential mediating roles. This study elucidates the underlying psychological processes involved in purchase decisions shaped by companions. Retailers should encourage shopping with companions to increase sales and customer retention.
Cognitive linguistic studies have found that people perceive time to be intertwined with space. Western consumers, in particular, visualize time on a horizontal spatial axis, with past events on the left and future events on the right. Underexplored, however, is whether and how space-time associations influence future time-related judgments and decisions. For instance, can spatial location cues affect intertemporal decisions? Integrating cognitive linguistics, time psychology, and intertemporal choice, the authors demonstrate across five studies that when choices are displayed horizontally (vs. vertically), consumers more steeply discount future outcomes. Furthermore, this effect is serially mediated by attention to time and anticipated duration estimates. Specifically, the authors propose and demonstrate that horizontal (vs. vertical) temporal displays enhance the amount of attention devoted to considering the time delay and lead consumers to overestimate how long it will take to receive benefits. This research has important implications for consumers who want to forgo immediate gratification and for firms that need to manage consumers’ time perceptions.
Although much research has investigated why and how impulsive individuals indulge, little research has explored the conditions under which non-impulsive consumers do. This research examines the effects of the salience of the notion "rare," or low frequency, on the tendency to indulge. The authors find that when the notion of rarity is salient, non-impulsive consumers' tendency to indulge increases, but it does not affect indulgence tendencies of impulsive consumers. This effect occurs because, for non-impulsives, the actual act of indulging is a relatively rare occurrence-it is something that happens with low frequency. This means that they have formed a strong association between the concepts of rarity and indulgence. Thus, for these individuals, making the concept of rarity salient activates the concept of indulgence. Nine studies provide evidence for this association and its downstream consequences. Contributions emerge for the literatures on impulsivity and self-control. © The Author(s) 2018. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. All rights reserved.
Framing a contract's cost as a series of payments over time structures how people mentally account for the contract's benefits. For example, when people are asked to donate to a charity once a year (aggregate pricing), they imagine the benefits they will feel from a single, large donation. In contrast, if the charity frames its request in terms of the equivalent daily donation (periodic pricing), people consider the benefits from making many smaller donations, which is often a more enticing prospect than a single gift. Eight lab experiments and a field test examine how periodic pricing influences purchase intentions. Periodic prices can increase perceived benefits, particularly when people value the first few units of a product each more than additional units of consumption. More frequent payments can help people appreciate recurring pleasures and increase the likelihood of purchasing. for providing helpful comments over the development of this project. This paper is based on the dissertation of the first author. Supplementary materials are included in the web appendix accompanying the online version of this article.
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