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Bikinis Instigate Generalized Impatience in Intertemporal Choice

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  • Bram Van den Bergh
  • Siegfried Dewitte
  • Luk Warlop

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. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Bram Van den Bergh & Siegfried Dewitte & Luk Warlop, 2008. "Bikinis Instigate Generalized Impatience in Intertemporal Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(1), pages 85-97, January.
    • Handle: RePEc:oup:jconrs:v:35:y:2008:i:1:p:85-97
    DOI: 10.1086/525505
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