Money: A Bias for the Whole

Himanshu Mishra; Arul Mishra; Dhananjay Nayakankuppam

doi:10.1086/500484

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Journal article

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Money: A Bias for the Whole

Himanshu Mishra, Arul Mishra and Dhananjay Nayakankuppam

The Journal of consumer research, Vol.32(4), pp.541-549

03/2006

DOI: 10.1086/500484

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Abstract

We document the phenomenon of “bias for the whole,” wherein greater value is perceived for money in the form of a whole (large denomination) than for equivalent amounts of money in parts (smaller denominations), resulting in a lower inclination to spend with the whole. We demonstrate across four experiments that the bias arises from greater processing fluency experienced in processing the whole as opposed to parts. This processing fluency is hedonically marked and generates positive affect that is attributed to the money, which results in an overvaluation of the whole, making one reluctant to spend with the whole.

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Details

Title: Subtitle: Money: A Bias for the Whole
Creators: Himanshu Mishra
Arul Mishra - University of Iowa
Dhananjay Nayakankuppam - University of Iowa
Resource Type: Journal article
Publication Details: The Journal of consumer research, Vol.32(4), pp.541-549
Publisher: The University of Chicago Press
DOI: 10.1086/500484
ISSN: 0093-5301
eISSN: 1537-5277
Language: English
Date published: 03/2006
Academic Unit: Marketing
Record Identifier: 9984380505802771

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