Student or educator? Sign up with your school email and get 6 months of Pro free.
CoChat
Sign Up
Cited by 238

The DOI matches its Crossref record; 14 of the 14 references it cites were found in a registry or an index.

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

Open access
Mogilner, Cassie, Aaker, Jennifer·2009·Journal of Consumer Research
DOI 10.1086/597161
Open this paper in CoChat — free account

Abstract

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.

Overview

The claims and statistics of this paper haven’t been checked yet.

Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.

A few free checks a day · papers already verified open instantly · results are public

Integrity signals

Registry

Crossref · 10.1086/597161

Cites

14 of 14 references verified0 citation errors · 0 not checkable

Statistics

Verification

Claims the paper makes

The claims and statistics of this paper haven’t been checked yet.

Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.

A few free checks a day · papers already verified open instantly · results are public

Self-check

Percentages, sums and reported differences re-computed from the paper’s own numbers.

The self-check needs the paper’s full text.

Citations

Cites

Show all 14 references

Research works printed but not linked: 50

  1. Aaker, Jennifer (1999), “The Malleable Self: The Role of Self-Expression in Persuasion,” Journal of Marketing Research, 36 (February), 45–57. · DOI · Paper page
  2. Aaker, Jennifer, Wendy Liu, and Cassie Mogilner (2009), “Giving Meaning to One’s Own Life by Giving to Others,” working paper, Stanford Graduate School of Business, Stanford, CA 94305. · doi:10.1037/e621092012-054
  3. Adler, Nancy E. and Alana Conner Snibbe (2003), “The Role of Psychosocial Processes in Explaining the Gradient between Socioeconomic Status and Health,” Current Directions in Psychological Science, 12 (August), 119–23. · DOI · Paper page
  4. Baron, Reuben and David Kenny (1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations,” Journal of Personality and Social Psychology, 51 (December), 1173–82. · DOI · Paper page
  5. Bearden, William and Michael J. Etzel (1982), “Reference Group Influence on Product and Brand Purchase Decisions,” Journal of Consumer Research, 9 (September), 183–94. · DOI · Paper page
  6. Beggan, James (1992), “On the Social Nature of Nonsocial Perception: The Mere Ownership Effect,” Journal of Personality and Social Psychology, 62 (February), 229–37. · doi:10.1037/0022-3514.62.2.229 · Paper page
  7. Bergadaa, Michelle M. (1990), “The Role of Time in the Action of the Consumer,” Journal of Consumer Research, 17 (December), 289–302. · DOI · Paper page
  8. Chartrand, Tanya L. and John A. Bargh (1996), “Automatic Activation of Impression Formation and Memorization Goals: Nonconscious Goal Priming Reproduces Effects of Explicit Task Instructions,” Journal of Personality and Social Psychology, 71 (September), 464–78. · doi:10.1037/0022-3514.71.3.464 · Paper page
  9. DeVoe, Sanford E. and Jeffrey Pfeffer (2007a), “Hourly Payment and Volunteering: The Effect of Organizational Practices on Decisions about Time Use,” Academy of Management Journal, 50 (August), 783–98. · DOI
  10. DeVoe, Sanford E. and Jeffrey Pfeffer (2007b), “When Time Is Money: The Effect of Hourly Payment on the Evaluation of Time,” Organizational Behavior and Human Decision Processes, 104 (September), 1–13. · DOI
  11. Dhar, Ravi and Klaus Wertenbroch (2000), “Consumer Choice between Hedonic and Utilitarian Goods,” Journal of Marketing Research, 37 (February), 60–71. · DOI · Paper page
  12. Diener, Ed and Martin E. P. Seligman (2004), “Beyond Money: Toward an Economy of Weil-Being,” Psychological Science in the Public Interest, 5 (July), 1–31. · DOI · Paper page
  13. Dunn, Elizabeth W., Lara B. Aknin, and Michael I. Norton (2008), “Spending Money on Others Promotes Happiness,” Science, 319 (March), 1687–88. · DOI · Paper page
  14. Escalas, Jennifer E. and James R. Bettman (2005), “Self-Construal, Reference Groups, and Brand Meaning,” Journal of Consumer Research, 32 (December), 378–89. · DOI · Paper page
  15. Ferraro, Rosellina, Baba Shiv, and James R. Bettman (2005), “Let Us Eat and Drink, for Tomorrow We Shall Die: Effects of Mortality Salience and Self-Esteem on Self-Regulation in Consumer Choice,” Journal of Consumer Research, 32 (June), 65–75. · DOI · Paper page
  16. Heath, Chip and Jack B. Soll (1996), “Mental Budgeting and Consumer Decisions,” Journal of Consumer Research, 23 (June), 40–52. · DOI · Paper page
  17. Hetts, John J., Michiko Sakuma, and Brett W Pelham (1999), “Two Roads to Positive Regard: Implicit and Explicit Self-Evaluation and Culture,” Journal of Experimental Social Psychology, 35 (November), 512–59. · DOI
  18. James, William (1890), The Principles of Psychology, Vol. 1, New York: Henry Holt. · DOI · Paper page
  19. Khan, Uzma and Ravi Dhar (2006), “Licensing Effect in Consumer Choice,” Journal of Marketing Research, 43 (May), 259–66. · DOI · Paper page
  20. Kirmani, Amna and Peter Wright (1989), “Money Talks: Perceived Advertising Expense and Expected Product Quality,” Journal of Consumer Research, 16 (December), 344–53. · DOI · Paper page
  21. Kleine, Susan S., Robert E. Kleine III, and Chris T Allen (1995), “How Is a Possession ‘Me’ or ‘Not Me’? Characterizing Types and an Antecedent of Material Possession Attachment,” Journal of Consumer Research, 22 (December), 327–43. · DOI · Paper page
  22. Lea, Stephen and Paul Webley (2006), “Money as Tool, Money as Drug: The Biological Psychology of a Strong Incentive,” Behavioral and Brain Sciences, 29 (April), 161–209. · DOI · Paper page
  23. LeBoeuf, Robyn (2006), “Discount Rates for Time versus Dates: The Sensitivity of Discounting to Time-Interval Description,” Journal of Marketing Research, 43 (February), 59–72. · DOI
  24. Leclerc, France, Bernd Schmitt, and Laurette Dubé (1995), “Waiting Time and Decision Making: Is Time like Money?” Journal of Consumer Research, 22 (June), 110–19. · DOI · Paper page
  25. Liu, Wendy and Jennifer Aaker (2007), “Do You Look to the Future or Focus on Today? The Impact of Life Experience on Intertemporal Choice,” Organizational Behavior and Human Decision Processes, 102 (March), 212–25. · DOI
  26. Loewenstein, George (1987), “Anticipation and the Valuation of Delayed Consumption,” Economic Journal, 97 (September), 666–84. · DOI · Paper page
  27. Malkoc, Selin A. and Gal Zauberman (2006), “Deferring versus Expediting Consumption: The Effect of Outcome Concrete-ness on Sensitivity to Time Horizon,” Journal of Marketing Research, 43 (November), 618–27. · DOI
  28. Miller, Dale T, Julie S. Downs, and Deborah A. Prentice (1998), “Minimal Conditions for the Creation of a Unit Relationship: The Social Bond between Birthdaymates,” European Journal of Social Psychology, 28 (May/June), 475–81. · DOI
  29. Mogilner, Cassie, Jennifer Aaker, and Ginger Pennington (2008), “Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention,” Journal of Consumer Research, 34 (February), 670–81. · DOI · Paper page
  30. Nuttin, Jozef M., Jr. (1985), “Narcissism beyond Gestalt and Awareness: The Name Letter Effect,” European Journal of Social Psychology, 15 (July/September), 353–61. · DOI · Paper page
  31. Okada, Erica Mina and Stephen J. Hoch (2004), “Spending Time versus Spending Money,” Journal of Consumer Research, 31 (September), 313–23. · DOI · Paper page
  32. Paulhus, Delroy and Karen Levitt (1987), “Desirable Responding Triggered by Affect: Automatic Egotism?” Journal of Personality and Social Psychology, 52 (February), 245–59. · DOI · Paper page
  33. Pfeffer, Jeffrey and Sanford DeVoe (2008), “Economic Evaluation: The Effect of Money and Economics on Attitudes about Volunteering,” Journal of Economic Psychology, forthcoming. · DOI
  34. Ramanathan, Suresh and Patti Williams (2007), “Immediate and Delayed Emotional Consequences of Indulgence: The Moderating Influence of Personality Type on Mixed Emotions,” Journal of Consumer Research, 34 (August), 212–33. · DOI · Paper page
  35. Reed, Americus, II (2004), “Activating the Self-importance of Consumer Selves: Exploring Identity Salience Effects on Judgments,” Journal of Consumer Research, 31 (September), 286–95. · DOI · Paper page
  36. Reed, Americus, II, Karl Aquino, and Eric Levy (2007), “Moral Identity and Judgments of Charitable Behaviors,” Journal of Marketing, 71 (January), 178–93. · DOI · Paper page
  37. Richins, Marsha L. (1994), “Special Possessions and the Expression of Material Values,” Journal of Consumer Research, 21 (December), 522–33. · DOI · Paper page
  38. Richins, Marsha L. and Scott Dawson (1992), “A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation,” Journal of Consumer Research, 19 (December), 303–16. · DOI · Paper page
  39. Saini, Ritesh and Ashwani Monga (2008), “How I Decide Depends on What I Spend: Use of Heuristics Is Greater for Time than for Money,” Journal of Consumer Research, 34 (April), 914–22. · DOI
  40. Sherif, Muzafer and Hadley Cantril (1947), The Psychology of Ego Involvements: Social Attitudes and Identifications, New York: Wiley. · DOI · Paper page
  41. Simonson, Itamar (1989), “Choice Based on Reasons: The Case of Attraction and Compromise Effects,” Journal of Consumer Research, 16 (September), 158–74. · DOI · Paper page
  42. Simonson, Itamar and Amos Tversky (1992), “Choice in Context: Tradeoff Contrast and Extremeness Aversion,” Journal of Marketing Research, 29 (August), 281–95. · doi:10.2307/3172740 · Paper page
  43. Soman, Dilip (2001), “The Mental Accounting of Sunk Time Costs: Why Time Is Not like Money,” Journal of Behavioral Decision Making, 14 (July), 169–85. · DOI · Paper page
  44. Srull, Thomas K. and Robert S. Wyer (1979), “The Role of Category Accessibility in the Interpretation of Information about Persons: Some Determinants and Implications,” Journal of Personality and Social Psychology, 37 (October), 1660–72. · DOI · Paper page
  45. Thaler, Richard H. (1985), “Mental Accounting and Consumer Choice,” Marketing Science, 4 (May-June), 199–214. · DOI · Paper page
  46. Trope, Yaacov and Nira Liberman (2000), “Temporal Construal and Time-Dependent Changes in Preference,” Journal of Personality and Social Psychology, 79 (December), 876–89. · doi:10.1037/0022-3514.79.6.876 · Paper page
  47. Van Boven, Leaf and Laurence Ashworth (2007), “Looking Forward, Looking Back: Anticipation Is More Evocative than Retrospection,” Journal of Experimental Psychology: General, 136 (May), 289–300. · DOI · Paper page
  48. Van Boven, Leaf and Thomas Gilovich (2003), “To Do or To Have: That Is the Question,” Journal of Personality and Social Psychology, 85 (December), 1193–1202. · DOI · Paper page
  49. Williams, Patti and Aimee Drolet (2005), “Age-Related Differences in Responses to Emotional Advertisements,” Journal of Consumer Research, 32 (December), 343–54. · DOI · Paper page
  50. Zauberman, Gal and John G. Lynch Jr. (2005), “Resource Slack and Propensity to Discount Delayed Investments of Time versus Money,” Journal of Experimental Psychology: General, 134 (February), 23–37. · DOI · Paper page

Cited by

See all 238

Metadata

Authors
Mogilner, C., & Aaker, J.
Venue
Journal of Consumer Research
Publisher
Oxford University Press (OUP)
Published
2009-08
Volume
36
Issue
2
Pages
277-291
ISSN
  • 0093-5301 (ISSN-L)
  • 1537-5277
DOI
10.1086/597161
OpenAlex
W2109269315
Cited by
238
References
14
FWCI
30.17
Type
journal article
Language
en
Open access
bronze

About these checks

Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.

Statistics and arithmetic are recomputed, not judged.

Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.

What counts as a claim ›How we measure confidence ›How we check this ›

Are you an author, or do you see a problem with this page? Request a review

How to cite

Cite CoChat for the checks on this page, and the paper for its own findings.

This page
CoChat. (2026). Citation check: “The Time vs. Money Effect”: Shifting Product Attitudes and Decisions through Personal Connection. https://app.cochat.ai/papers/10.1086/597161
The paper
Mogilner, C., & Aaker, J. (2009). “The Time vs. Money Effect”: Shifting Product Attitudes and Decisions through Personal Connection. Journal of Consumer Research. https://doi.org/10.1086/597161

Data sources

Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.