Ashwani Monga
Biographic Data
| ID | 106786 |
|---|---|
| NAME | Ashwani Monga |
| GIVEN NAMES | Ashwani |
| FAMILY NAME | Monga |
| SIGNATURE | MONGA A |
| AFFILIATIONS | University of South Carolina |
| VERIFIED | No |
| TOTAL WORKS | 14 |
| TOTAL CITATIONS | 81 |
| WORKS AS AUTHOR | 9 |
| WORKS AS EDITOR | 5 |
| FIRST PUBLICATION YEAR | 2008 |
| LATEST PUBLICATION YEAR | 2022 |
| H-INDEX | 5 |
Tweets We Like Aren’t Alike
Consumers are increasingly engaging with content on social media platforms, such as by “following” Twitter accounts and “liking” tweets. How does their engagement change through the day for vice content offering immediate gratification versus virtue content offering long-term knowledge benefits? Examining when (morning vs. evening) engagement happens with which content (vice vs. virtue), the current research reveals a time-of-day asymmetry. As mo…
Social-Jetlagged Consumers and Decreased Conspicuous Consumption
People’s schedules are jointly determined by their biological clock and social clock. However, their social clock often deviates from the biological clock (e.g., having to get up earlier than one’s natural wake-up time for work or study, having to stay up to work night shifts or meet a project deadline)—a phenomenon known as “social jetlag.” How does social jetlag impact consumer behavior? Using field data and experiments, we show that social jet…
Moving, Fast or Slow
Can the sensation of moving fast versus slow systematically influence consumer behavior? With recent technological innovations, people increasingly experience speed during decision making. They can be physically on the move with their devices or virtually immersed in speed simulated through their devices. Through seven experiments, we provide evidence for a speed-abstraction effect, where the perception of moving faster (vs. slower) leads people …
Loved As-Is
Consumers often desire to become better versions of themselves. Reflecting this interest in self-improvement, the marketplace offers consumers a wide range of products and services that promise to improve or better the consumer in some way. But, in a world with unlimited opportunities to spend one's time and money, what influences whether consumers will invest in products that enable self-improvement? We demonstrate that the degree to which God i…
Beliefs about Whether Spending Implies Wealth
Spending is influenced by many factors. One that has received little attention is the meaning that people give to the act of spending. Spending money might imply that someone is relatively wealthy-since they have money to spend-or relatively poor-since spending can deplete assets. We show that people differ in the extent to which they believe that spending implies wealth (SIW beliefs). We develop a scale to measure these beliefs and find that peo…
Budget Depreciation
While budgeting in advance is seen as a good practice to control spending, this research shows that budgeting too early for a specific purchase may increase spending. We argue that as the temporal separation between budget setting and actual purchase increases, consumers become more willing to overspend because of what we term 'budget depreciation.' Consumers adapt to the reference point set by the budget such that, over time, the budgeted level …
Eliciting Time versus Money
Marketing strategies are often tied to how consumers spend time (e.g., waiting in lines, searching across stores) in return for money (e.g., receiving a discount). Viewing such time-money tradeoffs in terms of a reservation wage rate for consumers, we identify a wage-rate asymmetry between two elicitation procedures: (a) Money-Elicit (MEL): state the minimum amount of money, M, that you would accept in return for spending a given number of hours,…
Time Window as a Self-Control Denominator
When planning future consumption, individuals are known to opt for large virtue quantities and small vice quantities as a means of self-control. We argue that such planning may also involve the time window within which a given quantity needs to be consumed because the final objective is to plan for a desired consumption rate (i.e., quantity/time window)—a high virtue rate and a low vice rate. Five studies reveal that, when quantity is held consta…
When Time Has a Will of Its Own, the Powerless Don't Have the Will to Wait
This article introduces time anthropomorphism: a tendency to imbue time with humanlike mental states (e.g., time has a will of its own). This tendency, which varies across individuals and may also be induced, changes patience (e.g., for standard over expedited shipping). Specifically, time anthropomorphism reduces patience for low-power (but not high-power) individuals because anthropomorphism makes the aversive force of wait time seem more poten…
Reversals of task duration estimates
Numerosity and Consumer Behavior How to Make a 29% Increase Look Bigger
Psychologists have long been intrigued by how humans and nonhuman primates process magnitudes such as “how far, how fast, how much, how long, and how many.” This fascination perhaps stems from the fact that magnitude estimations of space, time, and number form the bedrock of most of the decisions that we make in daily life. Decisions about how many cookies to eat, how many payments to make, how many days to wait for a product, all have one thing …
Years, Months, and Days versus 1, 12, and 365
Quantitative changes may be conveyed to consumers using small units (e.g., change in delivery time from 7 to 21 days) or large units (1-3 weeks). Numerosity research suggests that changes are magnified by small (vs. large) units because a change from 7 to 21 (vs. 1-3) seems larger. We introduce a reverse effect that we term unitosity: changes are magnified by large (vs. small) units because a change of weeks (vs. days) seems larger. We show that …
Tracking Costs of Time and Money
After people incur costs to get future benefits, they usually track these costs in their mental accounts and are keen to receive the benefits when they become available. We introduce the notion that costs and benefits can occur either in the same accounting period (day, season, etc.) or in different periods. Our key ar-gument is that monetary costs are tracked across accounting periods but that temporal costs are written off at the end of the per…
How I Decide Depends on What I Spend
We demonstrate that decision making is more heuristic in situations that involve spending time rather than money. Relative to participants in the money condition, those in the time condition show a higher propensity to choose a compromise option (experiment 1) and to rely on an arbitrary anchor (experiment 2). We propose that such heuristics are used more for time because, compared to monetary expenditures, temporal expenditures are harder to acc…
Years, Months, and Days versus 1, 12, and 365
Quantitative changes may be conveyed to consumers using small units (e.g., change in delivery time from 7 to 21 days) or large units (1-3 weeks). Numerosity research suggests that changes are magnified by small (vs. large) units because a change from 7 to 21 (vs. 1-3) seems larger. We introduce a reverse effect that we term unitosity: changes are magnified by large (vs. small) units because a change of weeks (vs. days) seems larger. We show that …
How I Decide Depends on What I Spend
We demonstrate that decision making is more heuristic in situations that involve spending time rather than money. Relative to participants in the money condition, those in the time condition show a higher propensity to choose a compromise option (experiment 1) and to rely on an arbitrary anchor (experiment 2). We propose that such heuristics are used more for time because, compared to monetary expenditures, temporal expenditures are harder to acc…
Tracking Costs of Time and Money
After people incur costs to get future benefits, they usually track these costs in their mental accounts and are keen to receive the benefits when they become available. We introduce the notion that costs and benefits can occur either in the same accounting period (day, season, etc.) or in different periods. Our key ar-gument is that monetary costs are tracked across accounting periods but that temporal costs are written off at the end of the per…
Eliciting Time versus Money
Marketing strategies are often tied to how consumers spend time (e.g., waiting in lines, searching across stores) in return for money (e.g., receiving a discount). Viewing such time-money tradeoffs in terms of a reservation wage rate for consumers, we identify a wage-rate asymmetry between two elicitation procedures: (a) Money-Elicit (MEL): state the minimum amount of money, M, that you would accept in return for spending a given number of hours,…
When Time Has a Will of Its Own, the Powerless Don't Have the Will to Wait
This article introduces time anthropomorphism: a tendency to imbue time with humanlike mental states (e.g., time has a will of its own). This tendency, which varies across individuals and may also be induced, changes patience (e.g., for standard over expedited shipping). Specifically, time anthropomorphism reduces patience for low-power (but not high-power) individuals because anthropomorphism makes the aversive force of wait time seem more poten…
Social-Jetlagged Consumers and Decreased Conspicuous Consumption
People’s schedules are jointly determined by their biological clock and social clock. However, their social clock often deviates from the biological clock (e.g., having to get up earlier than one’s natural wake-up time for work or study, having to stay up to work night shifts or meet a project deadline)—a phenomenon known as “social jetlag.” How does social jetlag impact consumer behavior? Using field data and experiments, we show that social jet…
Moving, Fast or Slow
Can the sensation of moving fast versus slow systematically influence consumer behavior? With recent technological innovations, people increasingly experience speed during decision making. They can be physically on the move with their devices or virtually immersed in speed simulated through their devices. Through seven experiments, we provide evidence for a speed-abstraction effect, where the perception of moving faster (vs. slower) leads people …
Budget Depreciation
While budgeting in advance is seen as a good practice to control spending, this research shows that budgeting too early for a specific purchase may increase spending. We argue that as the temporal separation between budget setting and actual purchase increases, consumers become more willing to overspend because of what we term 'budget depreciation.' Consumers adapt to the reference point set by the budget such that, over time, the budgeted level …
Numerosity and Consumer Behavior How to Make a 29% Increase Look Bigger
Psychologists have long been intrigued by how humans and nonhuman primates process magnitudes such as “how far, how fast, how much, how long, and how many.” This fascination perhaps stems from the fact that magnitude estimations of space, time, and number form the bedrock of most of the decisions that we make in daily life. Decisions about how many cookies to eat, how many payments to make, how many days to wait for a product, all have one thing …
Tweets We Like Aren’t Alike
Consumers are increasingly engaging with content on social media platforms, such as by “following” Twitter accounts and “liking” tweets. How does their engagement change through the day for vice content offering immediate gratification versus virtue content offering long-term knowledge benefits? Examining when (morning vs. evening) engagement happens with which content (vice vs. virtue), the current research reveals a time-of-day asymmetry. As mo…
Loved As-Is
Consumers often desire to become better versions of themselves. Reflecting this interest in self-improvement, the marketplace offers consumers a wide range of products and services that promise to improve or better the consumer in some way. But, in a world with unlimited opportunities to spend one's time and money, what influences whether consumers will invest in products that enable self-improvement? We demonstrate that the degree to which God i…
Beliefs about Whether Spending Implies Wealth
Spending is influenced by many factors. One that has received little attention is the meaning that people give to the act of spending. Spending money might imply that someone is relatively wealthy-since they have money to spend-or relatively poor-since spending can deplete assets. We show that people differ in the extent to which they believe that spending implies wealth (SIW beliefs). We develop a scale to measure these beliefs and find that peo…
Reversals of task duration estimates
How I Decide Depends on What I Spend
We demonstrate that decision making is more heuristic in situations that involve spending time rather than money. Relative to participants in the money condition, those in the time condition show a higher propensity to choose a compromise option (experiment 1) and to rely on an arbitrary anchor (experiment 2). We propose that such heuristics are used more for time because, compared to monetary expenditures, temporal expenditures are harder to acc…
Tracking Costs of Time and Money
After people incur costs to get future benefits, they usually track these costs in their mental accounts and are keen to receive the benefits when they become available. We introduce the notion that costs and benefits can occur either in the same accounting period (day, season, etc.) or in different periods. Our key ar-gument is that monetary costs are tracked across accounting periods but that temporal costs are written off at the end of the per…
Years, Months, and Days versus 1, 12, and 365
Quantitative changes may be conveyed to consumers using small units (e.g., change in delivery time from 7 to 21 days) or large units (1-3 weeks). Numerosity research suggests that changes are magnified by small (vs. large) units because a change from 7 to 21 (vs. 1-3) seems larger. We introduce a reverse effect that we term unitosity: changes are magnified by large (vs. small) units because a change of weeks (vs. days) seems larger. We show that …
Reversals of task duration estimates
Numerosity and Consumer Behavior How to Make a 29% Increase Look Bigger
Psychologists have long been intrigued by how humans and nonhuman primates process magnitudes such as “how far, how fast, how much, how long, and how many.” This fascination perhaps stems from the fact that magnitude estimations of space, time, and number form the bedrock of most of the decisions that we make in daily life. Decisions about how many cookies to eat, how many payments to make, how many days to wait for a product, all have one thing …
When Time Has a Will of Its Own, the Powerless Don't Have the Will to Wait
This article introduces time anthropomorphism: a tendency to imbue time with humanlike mental states (e.g., time has a will of its own). This tendency, which varies across individuals and may also be induced, changes patience (e.g., for standard over expedited shipping). Specifically, time anthropomorphism reduces patience for low-power (but not high-power) individuals because anthropomorphism makes the aversive force of wait time seem more poten…
Time Window as a Self-Control Denominator
When planning future consumption, individuals are known to opt for large virtue quantities and small vice quantities as a means of self-control. We argue that such planning may also involve the time window within which a given quantity needs to be consumed because the final objective is to plan for a desired consumption rate (i.e., quantity/time window)—a high virtue rate and a low vice rate. Five studies reveal that, when quantity is held consta…
Eliciting Time versus Money
Marketing strategies are often tied to how consumers spend time (e.g., waiting in lines, searching across stores) in return for money (e.g., receiving a discount). Viewing such time-money tradeoffs in terms of a reservation wage rate for consumers, we identify a wage-rate asymmetry between two elicitation procedures: (a) Money-Elicit (MEL): state the minimum amount of money, M, that you would accept in return for spending a given number of hours,…
Beliefs about Whether Spending Implies Wealth
Spending is influenced by many factors. One that has received little attention is the meaning that people give to the act of spending. Spending money might imply that someone is relatively wealthy-since they have money to spend-or relatively poor-since spending can deplete assets. We show that people differ in the extent to which they believe that spending implies wealth (SIW beliefs). We develop a scale to measure these beliefs and find that peo…
Budget Depreciation
While budgeting in advance is seen as a good practice to control spending, this research shows that budgeting too early for a specific purchase may increase spending. We argue that as the temporal separation between budget setting and actual purchase increases, consumers become more willing to overspend because of what we term 'budget depreciation.' Consumers adapt to the reference point set by the budget such that, over time, the budgeted level …
Tweets We Like Aren’t Alike
Consumers are increasingly engaging with content on social media platforms, such as by “following” Twitter accounts and “liking” tweets. How does their engagement change through the day for vice content offering immediate gratification versus virtue content offering long-term knowledge benefits? Examining when (morning vs. evening) engagement happens with which content (vice vs. virtue), the current research reveals a time-of-day asymmetry. As mo…
Social-Jetlagged Consumers and Decreased Conspicuous Consumption
People’s schedules are jointly determined by their biological clock and social clock. However, their social clock often deviates from the biological clock (e.g., having to get up earlier than one’s natural wake-up time for work or study, having to stay up to work night shifts or meet a project deadline)—a phenomenon known as “social jetlag.” How does social jetlag impact consumer behavior? Using field data and experiments, we show that social jet…
Moving, Fast or Slow
Can the sensation of moving fast versus slow systematically influence consumer behavior? With recent technological innovations, people increasingly experience speed during decision making. They can be physically on the move with their devices or virtually immersed in speed simulated through their devices. Through seven experiments, we provide evidence for a speed-abstraction effect, where the perception of moving faster (vs. slower) leads people …
Loved As-Is
Consumers often desire to become better versions of themselves. Reflecting this interest in self-improvement, the marketplace offers consumers a wide range of products and services that promise to improve or better the consumer in some way. But, in a world with unlimited opportunities to spend one's time and money, what influences whether consumers will invest in products that enable self-improvement? We demonstrate that the degree to which God i…
Psychology (11 works) · Decision-Making and Behavioral Economics (10 works) · Social Psychology (8 works) · Behavioral Health and Interventions (7 works) · Computer Science (7 works) · Economics (6 works) · Business (5 works) · Cognitive psychology (5 works) · Sociology (5 works) · Consumption (sociology) (4 works)