For Richer or Poorer - For Better or Worse? A Quantitative Study Investigating the Effects of Money Priming in a Marketing Context

Abstract: Consumers are constantly exposed to prices and reminders of money, yet little research has been conducted on the effects it may have on consumers. The purpose of this thesis was to build upon prior research regarding the effects of money priming and apply it to a marketing context, investigating if it would generate the same outcomes. In line with previous literature, it was tested if money priming would have a positive impact on the consumer's personal self (self esteem and mating motives) and a negative impact on the consumer's interpersonal self (social connectedness, prosocial behaviour, infidelity and consumer choice attitudes). The theoretically proposed effects of money priming were tested through an experimental study, exposing participants to an advertisement containing a high or low price. Findings from 183 respondents indicated positive effects on the participant's personal self and no negative effects on the interpersonal self. Concluding, that the mere exposure of prices in advertising affect consumers on a personal level.