Publication Type

Conference Proceeding Article

Publication Date

1-2010

Abstract

In this work, we propose that the stability of consumer preferences in decision making differs depending on whether the resource in question is time or money. Two competing hypotheses are tested: whereas prior research has demonstrated greater ambiguity in the value of time (vs. money) thus pointing to less consistency in time valuation, a separate stream of research suggests that money (vs. time) lacks emotional tags and is more difficult to process, pointing to less consistency in money valuation. Our experimental results demonstrate that preferences based on money (vs. time) valuations are less transitive and consistent, supporting the emotion-based account.

Discipline

Marketing

Research Areas

Marketing

Publication

Advances in Consumer Research Conference 2010

Volume

37

First Page

134

Last Page

137

Publisher

Association for Consumer Research

City or Country

Provo, UT

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Included in

Marketing Commons

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