• Asia Marketing Journal
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• 제20권2호
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• pp.29-40
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• 2018

Recent research reported that perception of future time is non-linearly scaled. That is, as objective time gets longer, subjective perception of the objective time does not grow proportionally. The non-linear time perception implies that the same future time feels shorter when it starts in the future than when it starts immediately. The authors call this as a future contraction effect. The current research tests two important implications of the effect regarding consumers' intertemporal preference for durable goods. First, consumers who contract future more will be more impatient for durable goods compared to those who contract less because the former would feel to use the same durable goods longer when it is purchased immediately. Second, consumers' impatience will be alleviated when their tendency to contract future is reduced. The authors find support for these predictions through two studies. Taken together, the current research demonstrates a property of time perception that has important ramifications for understanding consumers' intertemporal preference for durable goods.

• 인지과학
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• 제30권1호
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• pp.51-83
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• 2019

현재 얻을 수 있는 이득/손실을 참고 기다리는 것은 그 시간만큼 이득/손실을 가져다준다. 하지만 사람에 따라 지연 시간에 대한 가치를 평가하는 것에는 개인차가 존재한다. 본 연구에서는 지연 시간에 대한 가치 평가의 개인차를 탐색하기 위하여 시점 간 선택 과제에서의 판단과 위험 지각/수용, 정서, 자기조절초점, HPSP 설문, BELT과제, 주관적 시간 길이 측정 과제의 상관관계를 확인하였다. 추가적으로 시점 간 선택 과제를 수행 성과화하여 수행을 잘 한 사람과 못 한 사람, 주관적 시간의 길이를 길게 지각한 사람과 짧게 지각한 사람의 개인차 변인의 차이를 분석하였다. 그 결과, 시점 간 선택에서 적절하게 선택을 했던 사람들은 개방성이 높았으며, 12시간, 15일, 6개월, 5년의 길이를 더 길게 지각하는 것으로 나타났다. 시점 간 선택의 수행에 미래 시간의 길이에 대한 재구성은 중요한 역할을 할 것으로 생각되며, 이에 대한 후속 연구의 필요성을 논의하였다.

• 수산경영론집
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• 제41권2호
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• pp.107-133
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• 2010

As policy makers are often concerned about dynamic effects of demand behavior and its welfare analysis by quantity changes, the paper shows how dynamic price formation systems can be built up to analyze the effect of policy options to the markets dynamically. The paper develops dynamic model of price formation for fish from the intertemporal optimization of the consumer choice problem. While the resulting model has a similar form of the error correction types of dynamic price formation system, it provides the rational demand behavior contrary to the myopic behavior of error correction demand models. The paper also develops appropriate tools of dynamic welfare analysis in quantity space using only short-run demand estimates both theoretically and empirically as a first attempt in the literature of price formation and fisheries. The empirical results of Korean fish markets show that the dynamic model and the welfare measures are reasonably plausible. The methodology and theory of this research can be applied and extended to the commodity aggregation, dynamic demand estimation, and dynamic welfare effects of regulation in the similar framework. Thus, it is hoped that this will enhance its applications to the demand-side economics.