The ability to delay rewards is one of the most useful qualities one may wish to develop. People who possess this quality achieve more successful careers, display better interpersonal skills and are less vulnerable to psychopathology, obesity or addictions. In the present online studies, we investigated the extent to which delay-of-reward behaviors in female participants can be improved by observing others mastering it. We developed an intertemporal choice (IC) paradigm in which participants had to make fictitious choices between sooner smaller (...) rewards and later bigger ones (e.g. $150 in one week vs $170 in 4 weeks). In Study 1 (N = 186), we found that participants who delayed more had higher socioeconomic statuses and were less likely to procrastinate, smoke or develop obesity. In Study 2 (N = 178), we exposed female participants to a role model who, faced with intertemporal choices, chose most of the time the delayed option. Results showed that, although participants were only asked to memorize the model’s decisions, they tended to choose the delayed option more often after than before exposure to the model. In Study 3 (N = 148), we found that the direction of the influence depended on the model’s behavior: Our female participants delayed more after having seen a high delay than a low delay model. In Study 4 (N = 370), we confirmed the effect of modeling on intertemporal choices in comparison to a control condition and showed that this effect was still significant three months after exposure to the model. Altogether, these results speak in favor of a high efficacy of modeling to develop self-control in women. (shrink)

When deciding on an online purchase, consumers often face a plethora of information. Yet, individuals consumers differ greatly in the amount of information they are willing and able to acquire and process before making purchasing decisions. Extensively processing all available information does not necessarily promote good decisions. Instead, the empirical evidence suggests that reviewing too much information or too many choice alternatives can impair decision quality. Using simulated contract conclusion scenarios, we identify distinctive types of information processing styles and find (...) that certain search and selection strategies predict the quality of the final choice. Participants chose a cellular service contract in a web-based environment that closely resembled actual online settings in the country of study. Using information processing data obtained with tracking software, we identify three consumer segments differing along two dimensions – the extent dimension, referring to the overall effort invested in information processing, and the focus dimension, referring to the degree to which someone focuses on the best available options. The three subgroups of respondents can be characterized as follows: consumers with a low-effort and low-focus information processing strategy ; consumers with a moderate-effort and high-focus information processing strategy ; and consumers with high-effort and low-focus information processing strategy. The three groups differed not only in their information processing but also in the quality of their decisions. In line with the assumption of ecological rationality, most successful search strategies were not exhaustive, but instead involved the focused selection and processing of a medium amount of information. Implications for effective consumer information are provided. (shrink)