| Abstract |
| “Time versus money effect” refers to a favorable shift in consumers` responses activated by time(vs. money). Igeneral, how people spend their time or money could reflect one`s personal identity. Previous research indicates that drawing individuals` attention to time makes more effective in product satisfaction rather than money. Also, whereas because time is experienced as an experience, time activates more positive product satisfaction for experiential product rather than materialistic product, money has the reverse effect because money relates with possessions. Present study examined the effect of time and money on consumers` attitudes and decisions and the role of product type including smartphone. In experiment 1, participants evaluated their experiences or their own products(family restaurant, smartphone, premium jean). They satisfied more with their smartphones when activated by time than by money. In experiment 2, 3 image ads, a promotion image ad for each product(family restaurant, smartphone, premium jean), were offered to find the effect of time and money in promotion ads. The interaction effects between activating condition and product type were revealed on the product attitudes, product satisfaction, purchase intent, and personal connection reflecting the consistent time effect on smartphone. In addition, the main effect of the activating condition was significant which meant time activating ads were more effective than money activating ads. Key words : The effect of time and money, product type, consumers` attitudes, satisfaction, purchase intention, personal connection |
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| Key Words |
| 시간과 돈 효과, 제품유형, 소비자의 태도, 만족도, 구매의사, 개인적 관련성, The effect of time and money, product type, consumers` attitudes, satisfaction, purchase intention, personal connection |
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