Need For Speed?

Bart de Langhe, University of Colorado at Boulder, USA
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands
Time-saving technologies provide consumers the opportunity to buy time with money. Marketers tend to express the performance of time-saving technologies in terms of speed (e.g., megabytes per second, pages per minute). Because consumers miscomprehend the relationship between speed increases and time savings, their valuation of time-saving technologies is systematically biased.
[ to cite ]:
Bart de Langhe and Stefano Puntoni (2012) ,"Need For Speed?", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 280-283.