Time, Money, and Morality

Francesca Gino, Harvard University
Cassie Mogilner, The Wharton School, University of Pennsylvania, USA
Are there simple ways to encourage self-reflection to decrease immoral behavior? Four experiments examine the effect of shifting focus from money onto time. We found that priming time (vs. money) leads individuals to behave more ethically by cheating less, because thinking about time makes people reflect on who they are.
[ to cite ]:
Francesca Gino and Cassie Mogilner (2013) ,"Time, Money, and Morality", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.