Save Or Spend?: When Priming of Related Constructs Can Activate Opposing Behaviors

Recent research has suggested that mentioning money may prime individual self-interest or self-sufficient orientation. However, consistent with previous research indicating that different payment mechanisms have different mental representations, we find that priming cash concepts results in self-sufficient behavior, but activating credit card concepts results in more helpful behavior.



Citation:

Promothesh Chatterjee, Randall Rose, and Jayati Sinha (2011) ,"Save Or Spend?: When Priming of Related Constructs Can Activate Opposing Behaviors", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 88.

Authors

Promothesh Chatterjee, University of Kansas, USA
Randall Rose, University of South Carolina, USA
Jayati Sinha, University of Iowa, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

C10. Beyond Self-control: A Field Exploration of the Interactive Effect between Cue-induced and Prospective Decision Making on Long-term Weight Loss

Wanyu Li, McGill University, Canada
Laurette Dube, McGill University, Canada
Yu Ma, McGill University, Canada

Read More

Featured

Collaborative Work as Catalyst for Market Formation: The Case of the Ancestral Health Market

Burcak Ertimur, Fairleigh Dickinson University
Steven Chen, California State University, Fullerton

Read More

Featured

My Experience or My Expectations: The Effect of Expectations as Reference Points on Willingness to Recommend Experiential Purchases

Stephanie Tully, University of Southern California, USA
Amar Cheema, University of Virginia, USA
On Amir, University of California San Diego, USA
Davide Proserpio, University of Southern California, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.