Two Different Paths, One Destination: How Money-Views and Self-Views Jointly Influence Saving Behavior

This research suggests that how consumers’ view of money, either as a means or an end, will result in systematically different preferences in their saving strategies. We further suggest that, when money- and self-views are aligned, consumers are more likely to make savings-oriented decisions.


Min Jung (MJ) Kim, Haipeng (Allan) Chen, and Yanliu Huang (2015) ,"Two Different Paths, One Destination: How Money-Views and Self-Views Jointly Influence Saving Behavior", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 592-593.


Min Jung (MJ) Kim, Texas A&M University, USA
Haipeng (Allan) Chen, Texas A&M University, USA
Yanliu Huang, Drexel University, USA


NA - Advances in Consumer Research Volume 43 | 2015

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