Countdown Or Countup: Effect of Direction of Time-Keeping on Resource Deficiency and Related Downstream Preferences

This research studies the impact of direction of time-keeping on resource deficiency perception and related downstream preferences. Through four studies, we infer that downward (upward) time-keeping leads to higher (lower) resource deficiency perception, as manifested in higher (lower) preference for calorie-rich foods, higher (lower) risk-aversion and lower (higher) helping intentions.



Citation:

Sanjeev Tripathi and Ankur Kapoor (2017) ,"Countdown Or Countup: Effect of Direction of Time-Keeping on Resource Deficiency and Related Downstream Preferences", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 916-918.

Authors

Sanjeev Tripathi, IIM Indore, India
Ankur Kapoor, IIM Ahmedabad, India



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Preferences for Insight and Effort Differ across Domains and Audiences

Gaetano Nino Miceli, University of Calabria
Irene Scopelliti, City University of London, UK
Maria Antonietta Raimondo, University of Calabria

Read More

Featured

The Effects of Glossy Versus Matte Imagery on Consumers’ Decision Making

Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore

Read More

Featured

R10. Emotional-Transference or Exclusivity? an Emotional Attachment Approach to Brand Extension for Cultural and Creative Products

Wu Zhiyan, Shanghai University of International Business and Economics
Luo Jifeng, Shanghai Jiao Tong University
Liu Xin, Shanghai University of International Business and Economics

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.