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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

18 out of 120

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

Cassie Mogilner, Jennifer Aaker
DOI: http://dx.doi.org/10.1086/597161 277-291 First published online: 1 August 2009


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.

  • Time
  • Self-Concept
  • Experiential Consumption
  • Attitudes
  • Judgment and Decision Making
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