Bikinis Instigate Generalized Impatience in Intertemporal Choice

48 Pages Posted: 19 Feb 2008

See all articles by Bram Van den Bergh

Bram Van den Bergh

KU Leuven - Faculty of Business and Economics (FEB)

Siegfried Dewitte

KU Leuven - Faculty of Business and Economics (FEB)

Luk Warlop

KU Leuven - Faculty of Business and Economics (FEB); BI Norwegian Business School

Date Written: 2007

Abstract

Neuro-scientific studies demonstrate that erotic stimuli activate the reward circuitry processing monetary and drug rewards. Theoretically, a general reward system may give rise to non-specific 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 inter-temporal 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 non-monetary rewards, and that satiation attenuates the effect.

Keywords: Choice, Decision, Decisions, Effects, Exposure, Studies

Suggested Citation

Van den Bergh, Bram and Dewitte, Siegfried and Warlop, Luk, Bikinis Instigate Generalized Impatience in Intertemporal Choice (2007). Available at SSRN: https://ssrn.com/abstract=1094711 or http://dx.doi.org/10.2139/ssrn.1094711

Bram Van den Bergh (Contact Author)

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

Siegfried Dewitte

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

Luk Warlop

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

BI Norwegian Business School ( email )

Nydalsveien 37
Oslo, 0442
Norway

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