시간의 유한성에 대한 인식이 지연된 소비에 대한 가치평가에 미치는 영향
The Impact of Scarcity of Time on Discounting of Delayed Consumption
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시간은 무한하게 존재하지만 한 사람에게 가용한 시간은 그 사람의 수명으로 제한된다. 평소 사람들이 자신에게 주어진 시간의 유한성을 늘 인식하지는 않지만, 일단 인식되면 사람들의 의사결정에 다양한 영향을 미칠 수 있다. 따라서 시간의 유한성은 소비자 의사결정에 대한 연구에서 중요한 변인이라고 할 수 있다. 본 연구에서는 시간의 유한성에 대한 인식이 지연된 소비에 대한 가치평가에 미치는 영향을 살펴본다. 소비자들은 지금 당장 소비가 가능한 재화뿐만 아니라 미래에 소비할 재화에 대해서도 평가하고 선택한다. 그런데 당장 소비 가능한 재화와 비교하여 미래에 소비할 수 있는 재화의 가치는 낮게 평가되는 경향이 있다. 이를 지연된 소비에 대한 가치경시 혹은 지연할인이라고 부른다. 본 연구는 소비자가 자신의 삶에서 남아있는 시간이 유한하다는 것을 인식하면 그렇지 않은 경우와 비교하여 지연된 소비의 가치를 더 낮게 평가한다는 것을 보여주고자 한다. 특히, 본 연구는 이와 같은 효과의 원인을 시간의 유한성 인식이 시간지각에 미치는 영향에서 찾는다. 시간의 유한성을 인식하면 소비자들은 동일한 시간을 주관적으로 더 길게 인식한다. 그 결과, 시간의 유한성을 인식한 소비자들은 그렇지 않은 소비자와 비교하여 지연된 소비가 상대적으로 더 지연된 것처럼 느끼게 된다. 따라서 이들은 지연된 소비의 가치를 더 낮게 평가하게 되는 것이다. 본 연구는 이와 같은 가설들을 두 개의 실험실 실험을 통해서 검증한다.
Abstract
Although physical time is infinite, time available to consumers is limited by their lifespan. In this research, we examine whether heightening scarcity of time influences consumers’ time perception as well as their valuation of delayed consumptions. Compared to immediate consumptions, delayed consumptions look less attractive. In other words, the value of delayed consumptions is discounted. Because consumers’ tendency to discount delayed consumptions is associated with various problematic behaviors, it is important to study factors influencing discounting and their underlying processes. In this research, we show that consumers who are reminded of the scarcity of time perceive the same duration to be subjectively longer than those who are not. We further examine the implications of this effect on the discounting of delayed consumptions. Specifically, using a delay discounting task, we demonstrate that consumers with heightened scarcity of time discount the value of delayed monetary outcomes more heavily because waiting time until the receipt of delayed rewards looks subjectively longer. We show these effects through two laboratory experiments.
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