Money Changes the Self

Money has been said to change people, but how? We investigated what types of changes take place in behavior after being reminded of money. In 9 experiments, we found that being reminded of money via nonconscious primes had two distinct effects. On one hand, participants reminded of money agreed to take on more work than did participants who were not reminded of money, and they worked harder on challenging tasks without asking for help. On the other hand, participants reminded of money were less helpful and put more social distance between themselves and others. We termed this the self-sufficiency effect.


Kathleen Vohs, Nicole Mead, and Miranda Goode (2008) ,"Money Changes the Self", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 36-38.


Kathleen Vohs, University of Minnesota
Nicole Mead, Florida State University
Miranda Goode, University of British Columbia, Canada


NA - Advances in Consumer Research Volume 35 | 2008

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