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.


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.


Ritesh Saini, University of Texas at Arlington
Meichen Dong, Valparaiso University


NA - Advances in Consumer Research Volume 49 | 2021

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