TY - JOUR
T1 - Strategy compatibility
T2 - The time versus money effect on product evaluation strategies
AU - Su, Lei
AU - Gao, Leilei
N1 - Funding Information:
The research and writing for this project were supported by the HKBU GRF Incentive Grant , the Direct Grant of CUHK , and CUHK444511 from the Research Grants Council, Hong Kong. The authors thank Robert S. Wyer Jr. for his advice and comments on the final version of this manuscript.
PY - 2014/10
Y1 - 2014/10
N2 - We show that time priming leads consumers to adopt an alternative-based evaluation strategy, whereas money priming elicits the use of an attribute-based evaluation strategy. In Experiment 1, we used process tracing in Mouselab to test this proposition, and the results suggested that the effect of time versus money priming on the choice of product-evaluation strategy was mediated by a holistic versus piecemeal information-processing. The results of Experiments 2A and 2B showed that the use of time versus money priming to trigger the choice of an alternative-based versus attribute-based evaluation strategy may result in systematic preference reversals. Specifically, when time (versus money) was primed, the participants were found to be more likely to choose a product dominating on a verbally described (versus numerically described) attribute (Experiment 2A), and one dominating on a non-alignable (versus alignable) attribute (Experiment 2B).
AB - We show that time priming leads consumers to adopt an alternative-based evaluation strategy, whereas money priming elicits the use of an attribute-based evaluation strategy. In Experiment 1, we used process tracing in Mouselab to test this proposition, and the results suggested that the effect of time versus money priming on the choice of product-evaluation strategy was mediated by a holistic versus piecemeal information-processing. The results of Experiments 2A and 2B showed that the use of time versus money priming to trigger the choice of an alternative-based versus attribute-based evaluation strategy may result in systematic preference reversals. Specifically, when time (versus money) was primed, the participants were found to be more likely to choose a product dominating on a verbally described (versus numerically described) attribute (Experiment 2A), and one dominating on a non-alignable (versus alignable) attribute (Experiment 2B).
KW - Consumer behavior
KW - Decision strategy
KW - Decision-making
KW - Time versus money effect
UR - http://www.scopus.com/inward/record.url?scp=84905723288&partnerID=8YFLogxK
U2 - 10.1016/j.jcps.2014.04.006
DO - 10.1016/j.jcps.2014.04.006
M3 - Journal article
AN - SCOPUS:84905723288
SN - 1057-7408
VL - 24
SP - 549
EP - 556
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
IS - 4
ER -
