Money, time, and the stability of consumer preferences

Journal Article (Journal Article)

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.

Full Text

Duke Authors

Cited Authors

  • Lee, L; Lee, MP; Bertini, M; Zauberman, G; Ariely, D

Published Date

  • April 1, 2015

Published In

Volume / Issue

  • 52 / 2

Start / End Page

  • 184 - 199

Electronic International Standard Serial Number (EISSN)

  • 1547-7193

International Standard Serial Number (ISSN)

  • 0022-2437

Digital Object Identifier (DOI)

  • 10.1509/jmr.10.0386

Citation Source

  • Scopus