Life's Riches: the "Time > Money Effect"
This series of experiments reveals consumers’ product attitudes to be systematically boosted by the activation of time versus money. This “time > money effect” occurs both when the constructs are activated explicitly (e.g., led to think of either the time or the money one has spent on the product) as well as implicitly (e.g., sentence scramble task). It is not a simple valence effect, whereby time is associated with the positive benefits of the product and money with its negative costs. Rather, activating a temporal (vs. monetary) mindset increases consumers’ feelings of personal connection with the product.
Cassie Mogilner and Jennifer Aaker (2009) ,"Life's Riches: the "Time > Money Effect"", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 161-164.
Cassie Mogilner, Stanford University, USA
Jennifer Aaker, Stanford University, USA
NA - Advances in Consumer Research Volume 36 | 2009
Faster than Fact: Consuming in Post-Truth Society
Robert Kozinets, University of Southern California, USA
Rossella Gambetti, Catholic University of the Sacred Heart
Silvia Biraghi, Catholic University of the Sacred Heart
Changing the World, One Word at a Time: The Effect of Font Size on Prosocial Intention
Rima Touré-Tillery, Northwestern University, USA
Ayelet Fishbach, University of Chicago, USA
G12. The Effect of (Non-)appetizing Ambient Scents on Consumers’ Affinity Toward Vices and Virtues in the Retail Environment
Corinne M Kelley, Florida State University
Anders Gustafsson, Karlstad University
Poja Shams, Karlstad University
Martin Mende, Florida State University
Maura Scott, Florida State University