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“The Time vs. Money Effect”: Shifting Product Attitudes and Decisions through Personal Connection

  • Cassie Mogilner
  • Jennifer Aaker
Registered author(s):

    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.

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    File URL: http://www.jstor.org/stable/pdfplus/10.1086/597161
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    File URL: http://www.jstor.org/stable/full/10.1086/597161
    Download Restriction: Access to the online full text or PDF requires a subscription.

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    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 36 (2009)
    Issue (Month): 2 ()
    Pages: 277 - 291

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    Handle: RePEc:ucp:jconrs:doi:10.1086/597161
    Contact details of provider: Web page: http://www.journals.uchicago.edu/JCR/

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