Slowing time, shaping the future: The effect of mindfulness on intertemporal choice
International Journal of Research in Marketing October 1, 2025 Amy Errmann, Yuri Seo, Felix Septianto et al. 1 citation
Mindfulness, defined as non-judgmental attention to the present moment, increases consumers’ preference for delayed gratification. This happens because mindfulness slows the subjective passage of time, making people feel “time-rich” and perceive the future as more expansive. As a result, waiting for a larger reward seems less costly, making delayed options more attractive. The effect was observed across six studies—two field investigations and four laboratory experiments, three using consequential behavioral measures—providing convergent evidence. Mindfulness made consumers more willing to wait but did not increase their sensitivity to reward size. These findings have implications for consumers and marketers designing intertemporal incentives.