The National Natural Science Foundation of China (NSFC) recently highlighted the groundbreaking research of Professor SHOU Zhigang's team in the "Funded Achievements" section of its website. The feature, titled "Chinese Scholars Make Progress in Identifying Consumer Time Neglect Phenomenon and Its Psychological Mechanisms," showcases the team's latest findings on consumer behavior.
Supported by the NSFC General Program "Research on the Promotional Effects of Customer Reward Strategies in Retail Enterprises: Rewarding Monetary or Time Contributions (72272111)," the study was published in the UTD-listed Journal of Marketing Research in June 2025. The research examines how consumers undervalue time-based rewards compared to monetary incentives and explores the psychological mechanisms driving this penomenon.
The NSFC's "Funded Achievements" column regularly features innovative research and progress from NSFC-funded projects, systematically showcasing the impactful outcomes of the foundation's support for scientific research.
Full Research Article:
//www.nsfc.gov.cn/p1/3381/2825/94401.html
Reporter: Wang Lulu | Reviewer: Huang Minxue
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