The Resource Focus Effect: Nudging Consumer Preferences in Time-Money Tradeoffs

Four studies show that subtly focusing consumers on time versus money leads to preference reversals for identical tradeoffs between these two important resources. Focusing on time (money) decreases (increases) willingness to spend time in order to save money and increases (decreases) willingness to spend money in order to save time.


Yana Litovsky and Christopher Olivola (2017) ,"The Resource Focus Effect: Nudging Consumer Preferences in Time-Money Tradeoffs", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 281-285.


Yana Litovsky, Carnegie Mellon University, USA
Christopher Olivola, Carnegie Mellon University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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