Discounting Time and Time Discounting: Subjective Time Perception and Intertemporal Preferences

  title={Discounting Time and Time Discounting: Subjective Time Perception and Intertemporal Preferences},
  author={Gal Zauberman and B. Kyu Kim and Selin A. Malkoc and James R. Bettman},
  journal={Journal of Marketing Research},
  pages={543 - 556}
Consumers often make decisions about outcomes and events that occur over time. This research examines consumers' sensitivity to the prospective duration relevant to their decisions and the implications of such sensitivity for intertemporal trade-offs, especially the degree of present bias (i.e., hyperbolic discounting). The authors show that participants' subjective perceptions of prospective duration are not sufficiently sensitive to changes in objective duration and are nonlinear and concave… 

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