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

• In Event: 6.6 Time, Discounting, and the Consumer Experience

Short Abstract

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.

Authors

• Annabelle Roberts, University of Chicago, USA

• Franklin Shaddy, University of Chicago, USA

• Ayelet Fishbach, University of Chicago, USA