Communicating Resource Scarcity and Interpersonal Connection
Grant E. Donnelly, Anne V. Wilson, Ashley V. Whillans, Michael I. Norton
Journal of Consumer Psychology · 2021 · Volume 31 · Issue 4
Abstract
Consumers often cite insufficient time or money as an excuse for rejecting social invitations. We explore the effectiveness of these excuses in preserving interpersonal relationships. Six studies – including perceptions of couples planning their wedding – demonstrate that using time scarcity as an excuse (e.g., “I don’t have time”) is less effective than using money scarcity as an excuse (e.g., “I don’t have money”). These effects are driven by the perceived controllability of these resources: Consumers accept that the availability of financial resources may be less subject to personal control than the availability of time. As a result, excuses citing time constraints are seen as less trustworthy and reduce feelings of interpersonal closeness and helping behavior. Despite the robustness of the effect, excuse-givers do not predict the relational disadvantages of citing time constraints. Communication that highlights the relative uncontrollability of time increases the effectiveness of these excuses. These findings advance our understanding of the role of references to time and money in consumer behavior, and provide practical insights to minimize social repercussions when rejecting social invitations.
Keywords
Communication, Interpersonal relationships, Money, Time
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