How Time (Vs. Money) Salience Enhances Price Unfairness Aversion
This research examines how time and money, the two important economic resources, can differently affect consumer’s price-unfairness aversion. Results of five studies show that activating “time” elicits stronger aversion towards price-unfairness. This effect is driven by the communal (vs. exchange) norm evocation when time-salience is activated in the consumer’s mind.
Citation:
Ritesh Saini and Meichen Dong (2021) ,"How Time (Vs. Money) Salience Enhances Price Unfairness Aversion", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 496-497.
Authors
Ritesh Saini, University of Texas at Arlington
Meichen Dong, Valparaiso University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
Share Proceeding
Featured papers
See MoreFeatured
Deviating from the Majority When Resources Are Scarce: The Effect of Resource Scarcity on Preference for Minority-endorsed Products
Xiushuang Gong, Jiangnan University
Yafeng Fan, Tsinghua University
Ying Ding, Renmin University of China
Featured
P14. Financial Behavior Among Young Adult Consumers: The Influence of Self-determination and Financial Psychology
Heejung Park, University of Wyoming, USA
Featured
N7. Emotion Or Information? Effects Of Online Social Support On Customer Engagement
Chuang Wei, Tsinghua University
Maggie Wenjing Liu, Tsinghua University
Qichao Zhu, Tsinghua University