The Effect of Money Priming on Consumers’ Choice

This research shows that a feeling of autonomy may alter how money-primed people respond to social influences and the subsequent decisions. Two experiments demonstrated that the reactance caused by money reminders can be weakened by giving choosers a sense of freedom in decision-making.


EunKyoung Lee, Hee-Kyung Ahn, and Myungwoo Nam (2013) ,"The Effect of Money Priming on Consumers’ Choice", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


EunKyoung Lee, Hanyang University, Republic of Korea
Hee-Kyung Ahn, Hanyang University, Republic of Korea
Myungwoo Nam, Sungkyunkwan University, Republic of Korea


NA - Advances in Consumer Research Volume 41 | 2013

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