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Seeing Money but Consuming Less

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Title: Seeing Money but Consuming Less
Author: Tran, Hai
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Sunghwan, Yi
Abstract: Money priming literature is substantial yet pragmatic behavioural application from money priming has yet to be seen. This paper explores the relationship between money priming and its influence on self-sufficiency leading to self-control in a healthy eating context. It was found that cues of money abundance (high money) led to different behavioural changes than cues of money insufficiencies (low money) such that; high money primed participants felt more self-sufficient than low money primed participants. Even though the study did not find the effect for high money primes leading to higher exertion of self-control, the theories proposed still withstand. It is urged for future research within this subject area. The findings for this research contributes to the literature on money priming, ego depletion and buffers of ego-depletion and stipulates ways for exerting self-control using money cues.
URI: http://hdl.handle.net/10214/10120
Date: 2016-12
Rights: Attribution 2.5 Canada
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Attribution 2.5 Canada Except where otherwise noted, this item's license is described as Attribution 2.5 Canada