Lingerie Instigates Impatience


Bram Van den Bergh
  • Speaker
Rotterdam School of Management (RSM), Erasmus University Rotterdam

Event Information

Type
Research Seminar
Programme
Marketing
Date
Mon. 1 Oct. 2007
Contact
Time
12:30-14:00 hours
E-mail
Location
Mandeville Building T3-06
Number


Abstract

A similar set of brain regions responds in common to very distinct categories of reward. Theoretically, a general neurological system processing rewards may give rise to non-specific effects: Exposure to ‘hot stimuli’ from one domain may thus lead to impatience in a different domain. We demonstrate that exposure to sexual cues leads to a heightened preference for smaller immediate monetary rewards over larger but delayed monetary rewards. Highlighting the role of a general reward circuitry, we show 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 dampens the effect. We conclude that induced time preference changes may be observed in unrelated reward domains. 
Contact information:
Dr. B. Donkers

Email 

Bas Donkers
Professor of Marketing Research
  • Coordinator