Journal of Marketing Science ›› 2014, Vol. 10 ›› Issue (4): 85-96.
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Lv Wei,Zhao Yuhao,Pan Li,Duan Meng
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Abstract:
People often need to make intertemporal choices in their daily life, such as savings and consumption, but their decisions are not always totally rational. This paper combined intertemporal choice and embodied cognition to explore the effect of hunger on intertemporal choice and adjustment function of sensitivity to reward, we found that: (1) hungrier people prefer steeper delay discounting in the intertemporal choice; (2) this effect is significant only if people are sensitive to reward. The results will help to explore factors that can influence savings and consumption, guide the work of relative organizations, such as banks and insurance companies, and help consumers in their saving and financial management.
Key words: Hunger, Intertemporal Choice, Discounting, Savings and Consumption, Sensitivity to Reward
Lv Wei,Zhao Yuhao,Pan Li,Duan Meng. Hungry People Prefer Immediate Rewards, the Effect of Hunger on Intertemporal Choice[J]. Journal of Marketing Science, 2014, 10(4): 85-96.
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http://www.jms.org.cn:8081/jms/EN/Y2014/V10/I4/85