Bibliographic Details
Authors and Corporations: Festjens, Anouk, Janiszewski, Chris
In: Journal of Consumer Research, 42, 2015, 2, p. 178-195
published:
Oxford University Press (OUP)
Media Type: Article, E-Article

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further information
Physical Description: 178-195
ISSN: 1537-5277
0093-5301
DOI: 10.1093/jcr/ucv021
published in: Journal of Consumer Research
Language: English
Subjects:
Collection: Oxford University Press (OUP) (CrossRef)
Table of Contents

<jats:title>Abstract</jats:title> <jats:p>Ten studies are used to document that time is valued in accordance with a double-kinked value function. There is a zone of indifference for small time gains (losses), increasing marginal utility (disutility) for moderate time gains (losses), and diminishing marginal utility (disutility) for large time gains (losses). Moderate amounts of time exhibit increasing marginal utility (disutility) because larger blocks of time provide a more diverse set of usage opportunities. It is only when it is difficult to imagine how more (less) time would be beneficial (detrimental) that there is diminishing marginal utility (disutility) for time. Thus time valuation shows increasing marginal utility when there is a time deficit, but diminishing marginal utility when there is a time surplus. These findings have implications for how other resources might be valued.</jats:p>