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



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