2009/01/22 by Cassie Mogilner, Jennifer Aaker · 1 citation
Business, Management and Accounting · Psychology · Social Sciences · #Consumer Behavior in Brand Consumption and Identification #Cultural Differences and Values #Social and Intergroup Psychology
paper · pdf · doi:10.1086/597161
openalex publication_date 2009/01/22 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/15
The results of five field and laboratory experiments reveal a “time versus money effect” whereby activating time (vs. money) leads to a favorable shift in product attitudes and decisions. Because time increases focus on product experience, activating time (vs. money) augments one’s personal connection with the product, thereby boosting attitudes and decisions. However, because money increases the focus on product possession, the reverse effect can occur in cases where merely owning the product reflects the self (i.e., for prestige possessions or for highly materialistic consumers). The time versus money effect proves robust across implicit and explicit methods of construct activation.