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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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 |
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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 |
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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. |
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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 |
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Institutional Knowledge at Singapore Management University |
publishDate |
2011 |
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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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