Where Does My Time Go?! the Trap of Segregated Resources

This project showed that time follows reversed arithmetic rules of mental accounting. Through hypothetical questionnaires that measured WTP, WTA, willingness to wait, level of irritation, we find that aggregated (vs. segregated) time was preferred, and participants have a higher WTA and WTP for the aggregated time losses and time gains.


wenxue zheng, David R. Just, and Jura Liaukonyte (2020) ,"Where Does My Time Go?! the Trap of Segregated Resources", 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: 1241-1241.


wenxue zheng, Cornell University, USA
David R. Just, Cornell University, USA
Jura Liaukonyte, Cornell University, USA


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


Memory-Based Models of Predicting Inferences about Brand Quality

Yvetta Simonyan, University of Bath, UK
Dan Goldstein, Microsoft Research

Read More


Effects of Brand Knowledge, Motivations, and Trust on Consumption Experience among Millennial Consumers

Ananya Rajagopal, Tecnológico de Monterrey, MEXICO

Read More


A Beautiful MIN(D): The Multiple-Identity Network as a Framework for Integrating Identity-Based Consumer Behavior

Julian K Saint Clair, Loyola Marymount University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.