“The Time vs. Money Effect”: Shifting Product Attitudes and Decisions through Personal Connection
Year: 2009
Type: article
Abstract: The results of five field and laboratory experiments reveal a “time versus 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 the 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 versus money effect proves robust across implicit and explicit methods of construct activation.
Source: Journal of Consumer Research
DOI: 10.1086/597161
Authors: Cassie Mogilner, Jennifer Aaker
Institutions: University of California, Los Angeles, Stanford University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2109269315