Frank May

Assistant Professor

Research Interests:

Time, Intertemporal choice, Self-control

Selected Publications:

Monga, Ashwani, Frank May, and Rajesh Bagchi (equal authorship) (Forthcoming), “Eliciting Time versus Money: Time Scarcity Underlies Asymmetric Wage Rates,” Journal of Consumer Research.

May, Frank (Forthcoming), “The Effect of Event Markers on Intertemporal Choice is Moderated by the Reliance on Emotions Versus Reason to Make Decisions,” Journal of Consumer Research.

Siddiqui, Rafay, Frank May, and Ashwani Monga (equal authorship) (2017), “Time Window as a Self-Control Denominator: Shorter Windows Shift Preference Toward Virtues and Longer Windows Toward Vices,” Journal of Consumer Research, 43 (April), 932-949.

May, Frank and Caglar Irmak (2014), “Licensing Indulgence in the Present by Distorting Memories of Past Behavior,” Journal of Consumer Research, 41 (October), 624-641.

May, Frank and Ashwani Monga (2014), “When Time Has a Will of Its Own, the Powerless Don’t Have the Will to Wait: Anthropomorphism of Time Can Decrease Patience,” Journal of Consumer Research, 40 (February), 924-942.

Siddiqui, Rafay, Frank May, and Ashwani Monga (equal authorship) (2014), “Reversals of Task Duration Estimates: Thinking How rather than Why Shrinks Duration Estimates for Simple Tasks, but Elongates Estimates for Complex Tasks,” Journal of Experimental Social Psychology, 50 (January), 184-189.

Frank May


  • B.S., Finance, New Jersey City University
  • MBA, Marketing, University of Minnesota
  • Ph.D., Marketing,University of South Carolina