Spending Gained Time

Five studies demonstrate that, despite desiring more leisure, consumers prefer to work when they actually gain time. This is because, while gaining time creates unaccounted time, consumers treat it differently than free time. To decide how to use gained time, consumers turn to their to-do’s, increasing their preference for work.


Selin A. Malkoc and Gabriela Tonietto (2019) ,"Spending Gained Time", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 169-174.


Selin A. Malkoc, Ohio State University, USA
Gabriela Tonietto, Rutgers University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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