Powerful Buy Time: Why Social Power Leads to Prioritizing Time Over Money
Results from three studies suggest that powerful people prefer buying time by spending money. However, powerless consumers’ stronger social signaling motives moderates this tendency. In high social visibility situations, powerless consumers are more willing to spend money to buy time.
Myungjin Chung and Ritesh Saini (2018) ,"Powerful Buy Time: Why Social Power Leads to Prioritizing Time Over Money", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 515-516.
Myungjin Chung, University of Texas at Arlington
Ritesh Saini, University of Texas at Arlington
NA - Advances in Consumer Research Volume 46 | 2018
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