Bikinis Instigate Generalized Impatience in Intertemporal Choice
Bram Van den Bergh, Siegfried Dewitte, Luk Warlop
Journal of Consumer Research · 2008 · Volume 35 · Issue 1
Abstract
Neuroscientific studies demonstrate that erotic stimuli activate the reward circuitry processing monetary and drug rewards. Theoretically, a general reward system may give rise to nonspecific effects: exposure to “hot stimuli” from one domain may thus affect decisions in a different domain. We show that exposure to sexy cues leads to more impatience in intertemporal choice between monetary rewards. Highlighting the role of a general reward circuitry, we demonstrate that individuals with a sensitive reward system are more susceptible to the effect of sex cues, that the effect generalizes to nonmonetary rewards, and that satiation attenuates the effect.
Keywords
Motivation/Desires/Goals, Time, Experimental Design and Analysis (ANOVA)
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