Abstract
Background: The aim of the current study is to investigate how consumer behaviour in a financial cost scenario, assessed by using a cost-discounting paradigm, can be influenced by an emotional state. To our knowledge, this is the first study to analyze the effect of emotional priming on cost discounting behavior. Cost discounting, is a phenomenon whereby a decline of subjective value is observed given a time delay before receiving, or losing, something of value. This raises the question: what traits and skills do these young individuals possess that allow them to inhibit acting to obtain an immediate reward? A common explanation by delayed discounting researchers is that individuals who have a higher subjective value as a function of time (i.e., discount less), are able to control their emotional response to the reward (Gómez-Miñambres et al., 2017). By delving further into both emotion and discounting research, it becomes more apparent that the two factors interact, and deserve more attention in behavioural science and consumer behaviour research.
Published Version
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