Does dirty money influence product valuations?

Despite recent interest in examining the impact of dirty money on consumption-related behavior, researchers have yet to look at the influence of dirty money on the consumable itself. Evidence from two studies suggest that the documented effects of dirty money on spending may have more to do with dir...

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Bibliographic Details
Published in:Journal of consumer psychology 2015-04, Vol.25 (2), p.304-310
Main Authors: Galoni, Chelsea, Noseworthy, Theodore J.
Format: Article
Language:English
Subjects:
Contamination
Dirty money
Disgust
Product valuations
Research Report
Spending
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Summary:Despite recent interest in examining the impact of dirty money on consumption-related behavior, researchers have yet to look at the influence of dirty money on the consumable itself. Evidence from two studies suggest that the documented effects of dirty money on spending may have more to do with dirty money contaminating the purchase, as opposed to the current belief that consumers merely want to rid themselves of disgusting things. The authors find that people indeed spend more with dirty money, but only when the bills lower product valuations. This does not occur when people purchase products with inherent properties that cannot be contaminated; in fact, dirty money can increase valuations and preference for these products. The results suggest that the physical appearance of money plays a much larger, more nuanced role in consumption than previously thought, and this effect may not be entirely positive for the consumer.
ISSN:1057-7408
1532-7663
DOI:10.1016/j.jcps.2014.11.002