Money, time, and the stability of consumer preferences

Leonard Lee, Michelle P. Lee, Marco Bertini, Gal Zauberman, Dan Ariely

Producció científica: Article en revista indexadaArticleAvaluat per experts

46 Cites (Scopus)


Consumers often make product choices that involve the consideration of money and time. Building on dual-process models, the authors propose that these two basic resources activate qualitatively different modes of processing: while money is processed analytically, time is processed more affectively. Importantly, this distinction then influences the stability of consumer preferences. An initial set of three experiments demonstrates that, compared with a control condition free of the consideration of either resource, money consideration generates significantly more violations of transitivity in product choice, while time consideration has no such impact. The next three experiments use multiple approaches to demonstrate the role of different processing modes associated with money versus time consideration in this result. Finally, two additional experiments test ways in which the cognitive noise associated with the analytical processing that money consideration triggers could be reduced, resulting in more consistent preferences.

Idioma originalAnglès
Pàgines (de-a)184-199
Nombre de pàgines16
RevistaJournal of Marketing Research
Estat de la publicacióPublicada - 1 d’abr. 2015


Navegar pels temes de recerca de 'Money, time, and the stability of consumer preferences'. Junts formen un fingerprint únic.

Com citar-ho