'The Time vs. Money Effect': Shifting Product Attitudes and Decisions through Personal Connection
15 Pages Posted: 5 Feb 2009 Last revised: 5 Apr 2012
Date Written: August 1, 2009
Abstract
The results of five field and laboratory experiments reveal a "time vs. money effect" whereby activating time (vs. money) leads to a favorable shift in product attitudes and decisions. Because time increases focus on product experience, activating time (vs. money) augments one's personal connection with the product, thereby boosting attitudes and decisions. However, because money increases focus on product possession, the reverse effect can occur in cases where merely owning the product reflects the self (i.e., for prestige possessions, or for highly materialistic consumers). The "time vs. money effect" proves robust across implicit and explicit methods of construct activation. Implications for research on the psychology of time and money are discussed.
Keywords: attitudes, time, money
Suggested Citation: Suggested Citation
Do you have negative results from your research you’d like to share?
Recommended Papers
-
The Happiness of Giving: The Time-Ask Effect
By Wendy Liu and Jennifer Aaker
-
The Happiness of Giving: The Time-Ask Effect
By Jennifer Aaker and Wendy Liu
-
How Warnings About False Claims Become Recommendations
By Ian Skurnik, Carolyn Yoon, ...
-
Age-Related Differences in Responses to Emotional Advertisements
By Patti Williams and Aimee Drolet
-
By Jennifer Aaker and Wendy Liu
-
Non-Profits are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter
By Jennifer Aaker, Kathleen Vohs, ...
-
The Pursuit of Happiness: Time, Money, and Social Connection
-
The Shifting Meaning of Happiness
By Cassie Mogilner, Sep Kamvar, ...
-
Micro-Finance Decision Making: A Field Study of Prosocial Lending
By Jeff Galak, Deborah A. Small, ...