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.



Citation:

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: .

Authors

Sommer Kapitan, University of Texas at San Antonio, USA
Rajesh Bhargave, University of Texas at San Antonio, USA
Abhijit Guha, Wayne State University, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

A Model of Consumer Self-Regulation Failure

Keith Wilcox, Columbia University, USA

Read More

Featured

Seeing Brands Through Rose-Colored Lenses: When Fear of Being Taken Advantage Of Leads to Increased Trust

Steven Shepherd, Oklahoma State University, USA
Gavan Fitzsimons, Duke University, USA

Read More

Featured

People Overpredict the Benefit of Using Expensive Items and Appearing Rich in Friend-Making

Xilin Li, University of Chicago, USA
Christopher Hsee, University of Chicago, 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.