Feedback-induced action–outcome associations increase consumer impatience

Do various kinds of feedback influence consumer impatience? Five studies involving hypothetical and real behavioral consequences demonstrate that compared with lump-sum feedback (i.e., feedback provided in bulk at the end), piecemeal feedback (i.e., feedback provided piece by piece in the process) increases consumer impatience (i.e., preference toward now options). This effect occurs because piecemeal feedback (vs. lump-sum feedback) establishes a reliable action–outcome association, which activates a general action goal to induce consumers to be more action oriented, making them more eager to complete actions for outcomes in subsequent related or unrelated situations. This effect is robust regardless of whether the valence of feedback is positive or negative, whether the outcome involves gain or loss (Study 1), and whether the form of feedback is monetary or informative (Study 2). Furthermore, we show that piecemeal feedback increases consumer impatience only when it is provided at a fixed ratio rather than at a variable ratio schedule (Study 3), when it is provided directly following behaviors (Study 4), and when it is directed to actions (vs. inactions) (Study 5). These findings contribute to the action goal research and consumer impatience literature.