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Unfixed Resources: Perceived Costs, Consumption, and the Accessible Account Effect

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  • Carey K. Morewedge
  • Leif Holtzman
  • Nicholas Epley

Abstract

Consumption depletes one's available resources, but consumers may be unaware of the total resources available for consumption and, therefore, be influenced by the temporary accessibility of resource accounts. Consistent with this possibility, consumers in four experiments perceived a unit of consumption to be smaller and consequently consumed more, when large resource accounts of money, calories, or time (e.g., the money in their savings account) were made temporarily accessible compared with when small resource accounts were made temporarily accessible (e.g., the money in their wallet). Manipulating the cognitive accessibility of resources available for consumption influences both subjective judgment and behavior. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Carey K. Morewedge & Leif Holtzman & Nicholas Epley, 2007. "Unfixed Resources: Perceived Costs, Consumption, and the Accessible Account Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 459-467, June.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:4:p:459-467
    DOI: 10.1086/518540
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    Cited by:

    1. Wendy De La Rosa & Stephanie M Tully, 2022. "The Impact of Payment Frequency on Consumer Spending and Subjective Wealth Perceptions [Pursuing the Value-Conscious Consumer: Store Brands versus National Brand Promotions]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(6), pages 991-1009.
    2. Kamleitner, Bernadette & Hoelzl, Erik & Kirchler, Erich, 2010. "Experiencing costs and benefits of a loan transaction: The role of cost-benefit associations," Journal of Economic Psychology, Elsevier, vol. 31(6), pages 1047-1056, December.
    3. Zhang, C. Yiwei & Sussman, Abigail B. & Wang-Ly, Nathan & Lyu, Jennifer K., 2022. "How consumers budget," Journal of Economic Behavior & Organization, Elsevier, vol. 204(C), pages 69-88.
    4. Ma, Qingguo & He, Yijin & Tan, Yulin & Cheng, Lu & Wang, Manlin, 2024. "Unveiling the Impact of Payment Methods on Consumer Behavior: Insights and Future Directions," OSF Preprints 3fphk, Center for Open Science.
    5. Neill, Clinton & Zhang, Peilu, . "Payment Plans and Veterinary Services: Do They Reduce the Pain of Pet Owner Payment?," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 49(1).
    6. Yunjeong Ahn & Jieun Lee, 2019. "The Effect of Participation Effort on CSR Participation Intention: The Moderating Role of Construal Level on Consumer Perception of Warm Glow and Perceived Costs," Sustainability, MDPI, vol. 12(1), pages 1-14, December.
    7. NIPFP Tax Research Team, 2016. "Demonetisation: Impact on the Economy," Working Papers id:11481, eSocialSciences.
    8. Tax Research Team, 2016. "Demonetisation: Impact on the Economy," Working Papers 16/182, National Institute of Public Finance and Policy.
    9. Amasino, Dianna R. & Dolgin, Jack & Huettel, Scott A., 2023. "Eyes on the account size: Interactions between attention and budget in consumer choice," Journal of Economic Psychology, Elsevier, vol. 97(C).
    10. Nash, Jane Gradwohl & Rosenthal, Robert A., 2014. "An investigation of the endowment effect in the context of a college housing lottery," Journal of Economic Psychology, Elsevier, vol. 42(C), pages 74-82.
    11. Bernadette Kamleitner & Berna Erki, 2013. "Payment method and perceptions of ownership," Marketing Letters, Springer, vol. 24(1), pages 57-69, March.
    12. Dalla Costa, Aldo Fortunato & Mollica, Vito & Singh, Abhay, 2021. "Payment methods and the disposition effect: Evidence from Indonesian mutual fund trading," Journal of Behavioral and Experimental Finance, Elsevier, vol. 30(C).

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