Decisions by Rules: The Case of Unwillingness to Pay for Beneficial Delays

Vol. XLIV (February 2007), 142–152 142 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *On Amir is Assistant Professor of Marketing, Rady School of Management, University of California, San Diego (e-mail: [email protected]). Dan Ariely is Luis Alvarez Renta Professor of Management Science, Massachusetts Institute of Technology (e-mail: [email protected]). The authors thank Orly Lobel, Drazen Prelec, Shane Fredrick, Ely Dahan, Nicholas Epley, Peter McGraw, and Jonathan Levav, as well as seminar participants at Yale, INSEAD, Massachusetts Institute of Technology, North Eastern Marketing Consortium, Miami, Harvard, Berkeley, Hebrew University, Tel Aviv University, University of California, Los Angeles, and University of California, San Diego. The authors also thank Dilip Soman who served as guest editor for this manuscript for his insightful contribution to this work. ON AMIR and DAN ARIELY*