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.


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.


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


NA - Advances in Consumer Research Volume 39 | 2011

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