Spending Sadly: How Time Versus Money Impacts Enhanced Valuations Under Sadness

Sommer Kapitan, University of Texas at San Antonio, USA
Rajesh Bhargave, University of Texas at San Antonio, USA
Abhijit Guha, Wayne State University, USA
Consumers exhibit higher valuations of offerings when feeling sad, an effect stemming from self-focus. We find that the transfer of self-enhancement motives to valuations is moderated by payment currency. The effect of sadness is accentuated when paying with time (vs. money), because time forges a connection between self and offering.
[ to cite ]:
Sommer Kapitan, Rajesh Bhargave, and Abhijit Guha (2013) ,"Spending Sadly: How Time Versus Money Impacts Enhanced Valuations Under Sadness ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.