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Life's Riches: the "Time > Money Effect"

Cassie Mogilner, Stanford University, USA
Jennifer Aaker, Stanford University, USA
This series of experiments reveals consumers’ product attitudes to be systematically boosted by the activation of time versus money. This “time > money effect” occurs both when the constructs are activated explicitly (e.g., led to think of either the time or the money one has spent on the product) as well as implicitly (e.g., sentence scramble task). It is not a simple valence effect, whereby time is associated with the positive benefits of the product and money with its negative costs. Rather, activating a temporal (vs. monetary) mindset increases consumers’ feelings of personal connection with the product.
[ to cite ]:
Cassie Mogilner and Jennifer Aaker (2009) ,"Life's Riches: the "Time > Money Effect"", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 161-164.