If Money Doesn't Make You Happy, Consider Time

Journal of Consumer Psychology, 2011

Stanford Graduate School of Business Research Series No. 2067

20 Pages Posted: 13 Nov 2010 Last revised: 5 Apr 2012

Jennifer Aaker

Stanford University - Graduate School of Business

Melanie Rudd

University of Houston - C.T. Bauer College of Business

Cassie Mogilner

University of Pennsylvania - Marketing Department

Date Written: November 10, 2010

Abstract

Although a substantial amount of research has examined the link between money and happiness, far less has examined the link between time and happiness. This paper argues, however, that time plays a critical role in understanding happiness, and it complements the money-spending happiness principles in Dunn, Gilbert, and Wilson (2010) by offering five time-spending happiness principles: 1) spend time with the right people; 2) spend time on the right activities; 3) enjoy the experience without spending the time; 4) expand your time; and 5) be aware that happiness changes over time.

Keywords: brand management, customer relations/retention, market research, marketing implementation, marketing strategy

Suggested Citation

Aaker, Jennifer and Rudd, Melanie and Mogilner, Cassie, If Money Doesn't Make You Happy, Consider Time (November 10, 2010). Journal of Consumer Psychology, 2011. Available at SSRN: https://ssrn.com/abstract=1706968 or http://dx.doi.org/10.2139/ssrn.1706968

Jennifer Lynn Aaker (Contact Author)

Stanford University - Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

Melanie Rudd

University of Houston - C.T. Bauer College of Business ( email )

Houston, TX 77204-6021
United States

Cassie Mogilner

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

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