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These issues are relevant to the marketing themes of distribution and customer service as well as to promotion. The article draws on behavioral psychology, regulatory theory, and behavioral decision making theory.
Consumer impatience is analogized to discounting the future. One who applies a high discount rate to a future outcome can be said to value the present more than the future. In the consumer this translates into desire for quick service and delivery of products, greater preference for options that pay off quickly and the willingness to pay premiums for immediate satisfaction.
In conducting their research, the authors reviewed literature on time discounting in general as well as cross-cultural differences in time discounting...
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