A recent study in the Journal of Consumer Research suggests that appetite stimuli can make people...
A recent study in the Journal of Consumer Research suggests that appetite stimuli can make people more impatient in unrelated areas. Participants in the study, all college students, were asked to serve as photo editors for a magazine. Half were randomly selected to view appetite-stimulating pictures of desserts, and the other half viewed non-appetite-stimulating nature pictures. Then the participants were offered a choice between an apartment with a great view and an apartment close to work·The apartment with a great view is the impatient option because it's associated with more immediate (less delayed) benefits than the apartment close to work. [Source: Li, X. (2008) The effects of appetitive stimuli on out-of-domain consumption impatience. Journal of Consumer Research, 34.] A total of 65% of the students who viewed dessert photographs picked the apartment with a great view, while 60% of the students who viewed nature photographs chose this option. Consider this experiment: The study is rerun on a randomly selected college student. Let Dthe event the student views dessert pictures; Nthe event the student views nature pictures the event the student picks the apartment with a great view; and W the event the student picks the apartment close to work. The following tree diagram depicts the process of the student being randomly assigned to view either dessert or nature pictures (Step 1) and his or her subsequent choice between the apartment with a great view and the apartment close to work (Step 2)