Strategy Compatibility: the Time Versus Money Effect on Consumer Decision Making

Lei Su, The Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
We show that priming time or money can lead to two distinct evaluation strategies that affect consumers’ decisions. The results of four experiments demonstrate systematic preference reversals across several choice contexts, suggesting that the activation of time (vs. money) leads to the greater use of alternative-based (vs. attribute-based) evaluation strategies.
[ to cite ]:
Lei Su and Leilei Gao (2011) ,"Strategy Compatibility: the Time Versus Money Effect on Consumer Decision Making ", 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.