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The Impacts of the Personality Attribute of Time and Money on Customer Engagement Behavior: A Self-concept Perspective

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  • Xinxin Chen
  • Hongyan Yu

Abstract

Although recent studies have explored the antecedents of customer engagement behavior (CEB), few empirical studies have explored the mechanisms that connect these antecedents to CEB. From self-concept perspective, this research uses experimental and survey methods to explore the influence of the type of customer-invested resource (time vs. money) and customers’ regulatory focus (promotion-focused vs. prevention-focused) on CEB and the mechanisms that underlie these processes. The results of three studies show that promotion-focused customers initiate more recommendations and complaints when time (vs. money) spent in the shopping experience is emphasized, whereas this effect does not exist for prevention-focused customers. A self-concept connection mediates the moderating role of regulatory focus in the relationship between types of resources and recommendations, whereas this mediating role of self-concept connection does not exist with complaining behaviors. In summary, the influence of customer-invested resources on CEB varies according to a customer’s regulatory focus.

Suggested Citation

  • Xinxin Chen & Hongyan Yu, 2020. "The Impacts of the Personality Attribute of Time and Money on Customer Engagement Behavior: A Self-concept Perspective," International Business Research, Canadian Center of Science and Education, vol. 13(7), pages 1-14, July.
    • Handle: RePEc:ibn:ibrjnl:v:13:y:2020:i:7:p:14
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    References listed on IDEAS

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    1. Prince, Melvin, 1993. "Self-concept, money beliefs and values," Journal of Economic Psychology, Elsevier, vol. 14(1), pages 161-173, March.
    2. Mogilner, Cassie & Aaker, Jennifer L., 2009. "The Time vs. Money Effect: Shifting Product Attitudes and Decisions through Personal Connection," Research Papers 2014, Stanford University, Graduate School of Business.
    3. Cassie Mogilner & Jennifer Aaker, 2009. ""The Time vs. Money Effect": Shifting Product Attitudes and Decisions through Personal Connection," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(2), pages 277-291.
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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