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Money and Thinking: Reminders of Money Trigger Abstract Construal and Shape Consumer Judgments

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  • Jochim Hansen
  • Florian Kutzner
  • Michaela Wänke

Abstract

The idea of money reminds consumers of personal strength and resources. Such cues have been found to increase the level of mental construal. Consequently, it was hypothesized and found in five experiments that reminders of money trigger abstract (vs. concrete) mental construals. Participants were primed with money or money-unrelated concepts. Money primes caused a preference for abstract over concrete action identifications (experiment 1), instigated the formation of broader categories (experiment 2), and facilitated the identification of global (vs. local) aspects of visual patterns (experiment 3). This effect extended to consumer judgments: money primes caused a focus on central (vs. peripheral) aspects of products (experiment 4) and increased the influence of quality of parent brands in evaluations of brand extensions. Priming with a little money (experiment 3) or expenditures (experiment 5) did not trigger abstract construals, indicating that the association between money and resources drives the effect.

Suggested Citation

  • Jochim Hansen & Florian Kutzner & Michaela Wänke, 2013. "Money and Thinking: Reminders of Money Trigger Abstract Construal and Shape Consumer Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(6), pages 1154-1166.
    • Handle: RePEc:oup:jconrs:doi:10.1086/667691
    DOI: 10.1086/667691
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    Cited by:

    1. Liu, Yunxin & Dewitte, Siegfried, 2021. "A replication study of the credit card effect on spending behavior and an extension to mobile payments," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    2. Luqiong Tong & Yuhuang Zheng & Ping Zhao, 2013. "Is money really the root of all evil? The impact of priming money on consumer choice," Marketing Letters, Springer, vol. 24(2), pages 119-129, June.
    3. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    4. Pilar Aguilar & Amparo Caballero & Verónica Sevillano & Itziar Fernández & Dolores Muñoz & Pilar Carrera, 2020. "The Relationships between Economic Scarcity, Concrete Mindset and Risk Behavior: A Study of Nicaraguan Adolescents," IJERPH, MDPI, vol. 17(11), pages 1-12, May.
    5. Dimitriu, Radu & Warlop, Luk, 2022. "Is similarity a constraint for service-to-service brand extensions?," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1019-1041.
    6. Gasiorowska, Agata, 2012. "Psychologiczne skutki aktywacji idei pieniędzy a obdarowywanie bliskich [The psychological consequences of mere exposure to money and gift-giving]," MPRA Paper 48170, University Library of Munich, Germany.
    7. Kim Saxton, M. & Colby, Helen & Saxton, Todd & Pasumarti, Vikram, 2024. "Why or How? the impact of Construal-Level Theory on vaccine message receptivity," Journal of Business Research, Elsevier, vol. 172(C).
    8. Yao, Qing & Chen, Rong, 2014. "Gift Cards and Gifted Cash: The Impact of Fit between Gift Type and Message Construal," Journal of Retailing, Elsevier, vol. 90(4), pages 481-492.

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