When Time Is Like Money: Thinking of Monetary Value of Time Decreases Willingness to Spend Time on Others, But Increases Time Spent on Self

In four studies we show that monetary evaluation of time leads to devaluing time spent on volunteering but a greater desire to spend time on leisure. We find these results are driven by consumers increased tendency to focus on the self and pursuing self-expression through leisure.



Citation:

David Falco, Selin A. Malkoc, and Grant Edward Donnelly (2019) ,"When Time Is Like Money: Thinking of Monetary Value of Time Decreases Willingness to Spend Time on Others, But Increases Time Spent on Self", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 551-552.

Authors

David Falco, Ohio State University, USA
Selin A. Malkoc, Ohio State University, USA
Grant Edward Donnelly, Ohio State University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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