Spending Time With Mr. Lexus and Paying Money to Doughboy: the Effect of Time and Money on Preference For Anthropomorphized Products

Jing Wan, University of Toronto, Canada
Pankaj Aggarwal, University of Toronto, Canada
The desirability of anthropomorphized products depends on the salience of time vs. money in consumers’ minds and the consumers’ goal. We demonstrate that consumers prefer anthropomorphized products when primed with time (vs. money). However, when the product is goal-specific, consumers prefer the anthropomorphized product after being primed with money.
[ to cite ]:
Jing Wan and Pankaj Aggarwal (2014) ,"Spending Time With Mr. Lexus and Paying Money to Doughboy: the Effect of Time and Money on Preference For Anthropomorphized Products", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 726-727.