Currency of Search: Time Versus Money

Ritesh Saini, George Mason University, USA
Ashwani Monga, University of Texas at San Antonio, USA
This research suggests that search behavior varies depending on whether the currency of search is monetary or temporal. In two experiments, search costs are manipulated to be either high or low, and are expressed in terms of either money or time. Both experiments demonstrate that consumers are more sensitive to search costs expressed in terms of money rather than time. A third experiment shows that this difference between time and money is not limited to search costs, but extends to search payoffs as well.
[ to cite ]:
Ritesh Saini and Ashwani Monga (2007) ,"Currency of Search: Time Versus Money", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 492-493.