The Stability of Time- versus Money-based Product Evaluations

Consumers constantly make product decisions involving temporal and monetary considerations. In this work, we examine how consideration of these two fundamental economic resources influences the stability of product evaluations. Results from a series of seven experiments demonstrate that, despite pri...

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Main Authors: LEE, Leonard, LEE, Michelle P., ZAUBERMAN, Gal
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2011
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Online Access:https://ink.library.smu.edu.sg/lkcsb_research/4238
https://ink.library.smu.edu.sg/context/lkcsb_research/article/5237/viewcontent/TimeMoneyConsistency_LeeLeeZauberman.pdf
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spelling sg-smu-ink.lkcsb_research-52372017-07-27T08:35:42Z The Stability of Time- versus Money-based Product Evaluations LEE, Leonard LEE, Michelle P. ZAUBERMAN, Gal Consumers constantly make product decisions involving temporal and monetary considerations. In this work, we examine how consideration of these two fundamental economic resources influences the stability of product evaluations. Results from a series of seven experiments demonstrate that, despite prior research that has shown that the valuation of time is more ambiguous and context-dependent than the valuation of money, time-based product preferences tend to be more consistent than money-based product preferences. Our findings support an affect-based account: compared to monetary considerations, temporal considerations elicit greater reliance on feelings versus analytical evaluation, which facilitates holistic judgments and promotes preference consistency. Consequently, reliance on feeling (vs. thinking) when evaluating products based on monetary considerations can generate greater preference stability. Our experimental results also rule out alternative accounts based on differential decisional difficulty and attribute importance, as well as suggest new questions for future research. 2011-02-01T08:00:00Z text application/pdf https://ink.library.smu.edu.sg/lkcsb_research/4238 https://ink.library.smu.edu.sg/context/lkcsb_research/article/5237/viewcontent/TimeMoneyConsistency_LeeLeeZauberman.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Time versus Money Preference Consistency Affective Processing Choice Decision-Making Business Marketing
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Time versus Money
Preference Consistency
Affective Processing
Choice
Decision-Making
Business
Marketing
spellingShingle Time versus Money
Preference Consistency
Affective Processing
Choice
Decision-Making
Business
Marketing
LEE, Leonard
LEE, Michelle P.
ZAUBERMAN, Gal
The Stability of Time- versus Money-based Product Evaluations
description Consumers constantly make product decisions involving temporal and monetary considerations. In this work, we examine how consideration of these two fundamental economic resources influences the stability of product evaluations. Results from a series of seven experiments demonstrate that, despite prior research that has shown that the valuation of time is more ambiguous and context-dependent than the valuation of money, time-based product preferences tend to be more consistent than money-based product preferences. Our findings support an affect-based account: compared to monetary considerations, temporal considerations elicit greater reliance on feelings versus analytical evaluation, which facilitates holistic judgments and promotes preference consistency. Consequently, reliance on feeling (vs. thinking) when evaluating products based on monetary considerations can generate greater preference stability. Our experimental results also rule out alternative accounts based on differential decisional difficulty and attribute importance, as well as suggest new questions for future research.
format text
author LEE, Leonard
LEE, Michelle P.
ZAUBERMAN, Gal
author_facet LEE, Leonard
LEE, Michelle P.
ZAUBERMAN, Gal
author_sort LEE, Leonard
title The Stability of Time- versus Money-based Product Evaluations
title_short The Stability of Time- versus Money-based Product Evaluations
title_full The Stability of Time- versus Money-based Product Evaluations
title_fullStr The Stability of Time- versus Money-based Product Evaluations
title_full_unstemmed The Stability of Time- versus Money-based Product Evaluations
title_sort stability of time- versus money-based product evaluations
publisher Institutional Knowledge at Singapore Management University
publishDate 2011
url https://ink.library.smu.edu.sg/lkcsb_research/4238
https://ink.library.smu.edu.sg/context/lkcsb_research/article/5237/viewcontent/TimeMoneyConsistency_LeeLeeZauberman.pdf
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