Dual Effect of Money Priming

Abstract

Prior research on money priming has suggested two seemingly contradicting findings. On one hand, money has shown to highlight the importance of cost saving, leading to the choice of low quality-low price option. On the other hand, the individuals primed with money tended to focus on the personal goal and end outcome. In purchase decision, such tendency may raised subjective importance of the product quality. Current research proposes and demonstrates that whether money will enhances the weights of "cost" and "quality" depends on the nature of consumption context.