THE IMPACT OF CATEGORIZATION ON CONSUMPTION BEHAVIOR

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Degree type
Doctor of Philosophy (PhD)
Graduate group
Marketing
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Marketing
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2025
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Author
Yin, Siyuan
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Abstract

Consumers routinely make decisions about how to spend their resources, whether that are financial resources, such as money in checking accounts and gift cards, or the resource of time. For example, they may have to decide whether to spend their money on an item they might want but not need now or wait to spend their money on something else more essential later. Or they may have to decide whether to save their money for a savings goal or spend their money on something else they like now. In the context of time, people may have to decide whether to spend their time to continue working on a project or choose to take a break and browse social media. In my dissertation, I demonstrate the impact of categorization of resources, such as financial resources and time, on how consumers decide to spend and save these resources. To do so, I will discuss three essays. The first essay focuses on how a used (e.g., $10 remaining on a gift card that originally had $100 vs. unused, e.g., $10 remaining on a gift card that originally had $10) account affects how consumers spend financial resources. The second essay focuses on when, within a categorized time period, consumers prefer to spend time on leisure activities; for example, when it is close to the end of an hour (e.g., 1:50 PM) vs. when it is far away from the end of an hour (e.g., 2:00 PM). The third essay focusing on how different types of savings goals motivate consumers to save for the future, such as experiential goals (e.g., saving for hiking trips) vs. material goals (e.g., saving for hiking gear).

Advisor
Sharif, Marissa, A
Date of degree
2025
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