Save Or Spend?: When Priming of Related Constructs Can Activate Opposing Behaviors

Promothesh Chatterjee, University of Kansas, USA
Randall Rose, University of South Carolina, USA
Jayati Sinha, University of Iowa, USA
Recent research has suggested that mentioning money may prime individual self-interest or self-sufficient orientation. However, consistent with previous research indicating that different payment mechanisms have different mental representations, we find that priming cash concepts results in self-sufficient behavior, but activating credit card concepts results in more helpful behavior.
[ to cite ]:
Promothesh Chatterjee, Randall Rose, and Jayati Sinha (2011) ,"Save Or Spend?: When Priming of Related Constructs Can Activate Opposing Behaviors", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 88.