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

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