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Discounting over subjective time: Subjective time perception helps explain multiple discounted utility anomalies

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  • Wang, Yitong
  • Wang, Liangyan
  • Keller, L. Robin

Abstract

Consumers often face choices involving intertemporal tradeoffs. Existing research suggests that, in general, decision makers do not obey discounted utility theory because their discount rates are context dependent. Recent literature incorporates decision makers' subjective perception of time into the classic discounted utility model and finds relatively constant discount rates over subjective time. In the current study, we investigated the magnitude effect with subjective time, provided a holistic view via a more comprehensive experiment including multiple anomalies, and found that subjective time perception was able to explain most of the anomalies simultaneously in a single scenario.

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  • Wang, Yitong & Wang, Liangyan & Keller, L. Robin, 2015. "Discounting over subjective time: Subjective time perception helps explain multiple discounted utility anomalies," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 445-448.
    • Handle: RePEc:eee:ijrema:v:32:y:2015:i:4:p:445-448
    DOI: 10.1016/j.ijresmar.2015.08.006
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    References listed on IDEAS

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    1. Thaler, Richard, 1981. "Some empirical evidence on dynamic inconsistency," Economics Letters, Elsevier, vol. 8(3), pages 201-207.
    2. Daniel Read & Shane Frederick & Burcu Orsel & Juwaria Rahman, 2005. "Four Score and Seven Years from Now: The Date/Delay Effect in Temporal Discounting," Management Science, INFORMS, vol. 51(9), pages 1326-1335, September.
    3. Shane Frederick & George Loewenstein & Ted O'Donoghue, 2002. "Time Discounting and Time Preference: A Critical Review," Journal of Economic Literature, American Economic Association, vol. 40(2), pages 351-401, June.
    4. George Loewenstein & Drazen Prelec, 1992. "Anomalies in Intertemporal Choice: Evidence and an Interpretation," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 107(2), pages 573-597.
    5. Paul A. Samuelson, 1937. "A Note on Measurement of Utility," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 4(2), pages 155-161.
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    Cited by:

    1. Kronrod, Ann & Huber, Joel, 2019. "Ad wearout wearout: How time can reverse the negative effect of frequent advertising repetition on brand preference," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 306-324.
    2. Cruz Rambaud, Salvador & Ortiz Fernández, Piedad & Parra Oller, Isabel María, 2023. "A systematic review of the main anomalies in intertemporal choice," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 104(C).

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