Tuesday, October 23, 2007

Cookies Affect Your Discount Rate?

The Effects of Appetitive Stimuli on Out-of-Domain Consumption Impatience

Xiuping Li
Journal of Consumer Research, February 2008

Earlier work in consumer research has documented the effect of appetitive
stimuli (e.g., chocolate cookies) on a related consumption domain (e.g.,
eating). We argue that appetitive stimuli can lead to a change in temporal
orientation and affect subsequent consumption impatience across domains. In
a series of experiments, we find that consumers exposed to appetitive
stimuli are more present oriented, more likely to choose smaller-sooner
rewards or vice options, and more likely to make unplanned purchase

(Nod to KL, who loves cookies)

1 comment:

Anonymous said...

Wow, it's real.

I just assumed from the abstract that it would be more like this.