Spending Sadly: How Time Versus Money Impacts Enhanced Valuations Under Sadness
Consumers exhibit higher valuations of offerings when feeling sad, an effect stemming from self-focus. We find that the transfer of self-enhancement motives to valuations is moderated by payment currency. The effect of sadness is accentuated when paying with time (vs. money), because time forges a connection between self and offering.
Sommer Kapitan, Rajesh Bhargave, and Abhijit Guha (2013) ,"Spending Sadly: How Time Versus Money Impacts Enhanced Valuations Under Sadness ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .
Sommer Kapitan, University of Texas at San Antonio, USA
Rajesh Bhargave, University of Texas at San Antonio, USA
Abhijit Guha, Wayne State University, USA
NA - Advances in Consumer Research Volume 41 | 2013
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