Is Money Worth Saving? Money Anthropomorphism Increases Saving Behavior

Does money anthropomorphism lead consumers to protect money and save money? The present research systematically examined the impact of money anthropomorphism on saving behavior. We find that money anthropomorphism leads people to consider money to be vulnerable and thus more likely to protect it by saving it.


Lili Wang, Sara Kim, and Xinyue Zhou (2017) ,"Is Money Worth Saving? Money Anthropomorphism Increases Saving Behavior", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 350-355.


Lili Wang, Zhejang University, China
Sara Kim, University of Hong Kong, Hong Kong
Xinyue Zhou, Zhejiang University, China


NA - Advances in Consumer Research Volume 45 | 2017

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