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

Carey K. Morewedge, Leif Holtzman, Nicholas Epley

Journal of Consumer Research · 2007 · Volume 34 · Issue 4

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.

Keywords

Assimilation/Contrast, Behavioral Decision Theory, Cognitive Processes, Judgment and Decision Making, Experimental Design and Analysis (ANOVA)

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