The Role of Time Versus Money in the Pursuit of Happiness

Does thinking about time, rather than money, influence how effectively individuals pursue personal happiness? The results of four lab and field experiments reveal that nonconsciously activating the construct of time (vs. money) leads individuals to choose to spend both their money and their time in ways that are associated with greater happiness. Compared to individuals primed with money, those primed with time were more likely to choose experiential purchases over material purchases and to spend time with friends over doing work.


Cassie Mogilner (2010) ,"The Role of Time Versus Money in the Pursuit of Happiness", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 134-137 .


Cassie Mogilner, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 37 | 2010

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