To Cleanse Or to Enjoy? the Effect of Affectively Tagged Windfall Time on Consumption Choice

We investigate how consumption changes when people gain a windfall block of time with affective tags (positive vs. negative). We find an asymmetrical effect: negative windfall time encourages hedonic (vs. utilitarian) activities, supporting a mood regulation account. However, positive windfall time does not seem to influence the consumption pattern.



Citation:

Arash Talebi and Easa Sahabeh (2020) ,"To Cleanse Or to Enjoy? the Effect of Affectively Tagged Windfall Time on Consumption Choice", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1228-1228.

Authors

Arash Talebi, EDHEC Business School, France
Easa Sahabeh, University of South-Eastern Norway



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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