Can Victoria's Secret change the future? A subjective time perception account of sexual-cue effects on impatience.
Sexual cues influence decisions not only about sex, but also about unrelated outcomes such as money. In the presence of sexual cues, individuals are more impatient when making intertemporal monetary tradeoffs, choosing smaller immediate amounts over larger delayed amounts. Previous research has emphasized the power of sexual cues to induce a strong general psychological desire to obtain not only sex-related but all available rewards. In the case of money, that heightened appetite enhances the perceived value of immediate monetary rewards. We propose a different psychological mechanism to explain this effect: Sexual cues induce impatience through their ability to lengthen the perceived temporal distance to delayed rewards. That is, sexual cues make the temporal delay seem subjectively longer, resulting in greater impatience for monetary rewards. We attribute this process to the arousing nature of sexual cues, thus extending findings on arousal and overestimation of elapsed time to the domain of future time perception and intertemporal preferences.
Department of Marketing, Marshall School of Business, University of Southern California, University Park Campus, Los Angeles, CA 90089, USA. kyu.kim@marshall.usc.edu
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Zauberman
D001288:Attention; D002755:Choice Behavior; D003463:Cues; D005260:Female; D006801:Humans; D007989:Libido; D008297:Male; D009042:Motivation; D010775:Photic Stimulation; D012201:Reward; D013998:Time Perception