Relaxation Increases Monetary Valuations

Michel Tuan Pham, Columbia University, USA
Iris W. Hung, National University of Singapore
Gerald J. Gorn, Hong Kong University of Science and Technology, China
Across six experiments, states of relaxation were found to increase the monetary valuation of products compared to equally pleasant but less relaxed affective states. Relaxation inflates price perceptions because it leads to consumers to represent the value of products at a higher level of abstraction, which increases their perceived value.
[ to cite ]:
Michel Tuan Pham, Iris W. Hung, and Gerald J. Gorn (2011) ,"Relaxation Increases Monetary Valuations", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.