Spending Gained Time

Given growing time famine, we study how consumers utilize unexpected time gains. Paradoxically, we find in seven studies that while consumers desire time to engage in leisure, upon gaining time they show more interest in work-oriented activities. This is because desired “free” time is psychologically distinct from the “gained” time.


Selin A. Malkoc and Gabriela Tonietto (2020) ,"Spending Gained Time", 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: 1101-1105.


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


NA - Advances in Consumer Research Volume 48 | 2020

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