- Tim Schulz van Endert: School of Business and Economics, Freie Universität Berlin, Berlin, Germany.
- Peter N C Mohr: School of Business and Economics, Freie Universität Berlin, Berlin, Germany.
Humans discount rewards as a function of the delay to their receipt. This tendency is referred to as delay discounting and has been extensively researched in the last decades. The magnitude effect (i.e., smaller rewards are discounted more steeply than larger rewards) and the trait effect (i.e., delay discounting of one reward type is predictive of delay discounting of other reward types) are two phenomena which have been consistently observed for a variety of reward types. Here, we wanted to investigate if these effects also occur in the context of the novel but widespread reward types of Instagram followers and likes and if delay discounting of these outcomes is related to self-control and Instagram screen time. In a within-subject online experiment, 214 Instagram users chose between smaller, immediate and larger, delayed amounts of hypothetical money, Instagram followers and likes. First, we found that the magnitude effect also applies to Instagram followers and likes. Second, delay discounting of all three reward types was correlated, providing further evidence for a trait influence of delay discounting. Third, no relationships were found between delay discounting and self-control as well as Instagram screen time, respectively. However, a user's average like count was related to delay discounting of Instagram likes.