Cassie Mogilner Holmes

Cassie Mogilner Holmes

Associate Professor of Marketing and Behavioral Decision Making; Donnalisa '86 and Bill Barnum Endowed Term Chair in Management
"In my empirical pursuit of happiness, I am hoping, just hoping to help people of all ages find a bit more happiness in their lives."
Gold Hall, B-515
Areas of Expertise:
  • Decision-Making Satisfaction
  • Happiness
  • Time and Money




Cassie Mogilner Holmes is an Associate Professor of Marketing and Behavioral Decision Making at UCLA's Anderson School of Management and holds the Donnalisa '86 and Bill Barnum Endowed Term Chair in Management . She studies happiness, highlighting the role of time. Her research examines such questions as how focusing on time (rather than money) increases happiness, how the meaning of happiness changes over the course of one's lifetime, and how much happiness people enjoy from extraordinary and ordinary experiences. Across these inquiries, her findings highlight the high level of happiness that stems from personally connecting with people and with the present moment.

Holmes's research has been published in such top-tier academic journals as Psychological Science and the Journal of Consumer Research. Popular accounts of her work have been featured on NPR and have appeared in such publications as The Economist, the New York Times, the Wall Street Journal, the Financial Times, Scientific American and the Boston Globe. Her work on giving time was featured in New York Times Magazine's "32 Innovations that Will Change Your Tomorrow." She was identified among the Best 40 Business Professors Under 40 in Poets & Quants, and she received the Early Career Award for her distinguished scholarly contributions to her field from both the Association of Consumer Research and from the Society of Consumer Psychology.

Prior to joining UCLA Anderson, Holmes was a tenured faculty member at the Wharton School at the University of Pennsylvania, where she was an award-winning teacher of strategic brand management. She earned her Ph.D. in marketing from Stanford and her B.A. from Columbia as a psychology major.


Ph.D. Marketing, 2009, Stanford Graduate School of Business

B.A. Psychology (cum laude), 2002, Columbia University



Cassie Mogilner (2019). It's Time for Happiness. Current Opinion in Psychology.

Cassie Mogilner & Michael I. Norton (2018). Preferences For Experienced Versus Remembered HappinessThe Journal of Positive Psychology.

Cassie Mogilner, Ashley Whillans, Michael Norton (2018). Time, Money, and Subjective Well-Being. Handbook of Well-Being, ed. Ed Diener, Shige Oishi, and Louis Tay.

Cassie Mogilner, Hal Hershfield, and Jennifer Aaker (2017). Rethinking Time for Well-Being. Consumer Psychology Review.

Cindy Chan, Cassie Mogilner (2016). Experiential Gifts Foster Stronger Social Relationships than Material Gifts. Journal of Consumer Research.

Cassie Mogilner and Michael Norton (2016). Want to Feel Less Time-Starved? The Wall Street Journal

Hal E. Hershfield, Cassie Mogilner (2016). More Time or Money? Your Choice. The New York Times.

Hal E. Hershfield, Cassie Mogilner, Uri Barnea (2016). People Who Choose Time Over Money Are Happier. Social Psychological and Personality Science

Jordan Etkin, Cassie Mogilner (2016). Does Variety Among Activities Increase Happiness? Journal of Consumer Research

Cassie Mogilner, Michael Norton. (2016). Time, Money, and Happiness. Current Opinion in Psychology

Amit Bhattacharjee, Cassie Mogilner. (2014). Happiness from Ordinary and Extraordinary Experiences. Journal of Consumer Research.

Francesca Gino, Cassie Mogilner. (2013). Time, Money, and Morality. Psychological Science.

Cassie Mogilner, Zoe Chance, Michael Norton. (2012). Giving Time Gives You Time. Psychological Science, 23, 1233 - 1238.

Cassie Mogilner, Baba Shiv, Sheena Iyengar. (2012). Eternal Quest for the Best: Sequential (vs. Simultaneous) Option Presentation Undermines Choice Commitment. Journal of Consumer Research.

Cassie Mogilner, Jennifer Aaker, Sep Kamvar. (2012). How Happiness Affects Choice. Journal of Consumer Research.

Cassie Mogilner, Sep Kamvar, Jennifer Aaker. (2011). The Shifting Meaning of Happiness. Social Psychological and Personality Science.

Jennifer Aaker, Melanie Rudd, Cassie Mogilner. (2011). If Money Does Not Make You Happy, Consider Time. Journal of Consumer Psychology.

Cassie Mogilner. (2010). The Pursuit of Happiness: Time, Money, and Social Connection. Psychological Science.

Jennifer Aaker, Kathleen Vohs, Cassie Mogilner. (2010). Non-Profits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter. Journal of Consumer Research.

Cassie Mogilner, Jennifer Aaker. (2009). The Time vs. Money Effect: Shifting Product Attitudes and Decisions through Personal Connection. Journal of Consumer Research.

Cassie Mogilner, Tamar Rudnick, Sheena Iyengar. (2008). The Mere Categorization Effect: How the Presense of Categories Increases Choosers' Perceptions of Assortment Variety and Outcome Satisfaction. Journal of Consumer Research.

Cassie Mogilner, Jennifer Aaker, Ginger Pennington. (2008). Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention. Journal of Consumer Research.

In The News

Time: How We Manage It, Value It and Relate to Its Passage UCLA Anderson Review 9/4/19.

Hell is Other People's Vacation The Atlantic 6/20/19.

How Much Leisure Time Do the Happiest People Have? The Atlantic 2/21/19.

Happiness People Value The Lisa Velentine Clark Show 2/19/10.

Treat Your Weekend Like a Vacation Harvard Business Review 1/31/19.

Yes, You Can Be Happy in Sad Times Zocalo Public Square 12/13/18.

What Kind of Happiness Do People Value Most? Harvard Business Review 11/19/18.

An Aerial, as Opposed to Ground-Level, View of Time UCLA Anderson Review 6/27/18.

2018 Best 40 Under 40 Professors: Cassie Mogilner Holmes, Anderson School of Management Poets & Quants 4/23/18.

Here We Are With Shane Mauss Shane Mauss 3/2/18.

The Scientifically Proven Best Ways to Spend Time if You Want to Be Happy Quartz 2/13/18.

How to Make Your Valentine Happy: Do Something Together Instead of Giving Something Forbes 2/10/18.

5 Ways to Give Better Holiday Gifts Forbes 12/12/17.

How to Give the Gift of Travel Conde Nast Travel 11/28/17.

Age-Old Question:What Make You Happy? UCLA Anderson Review 11/02/17.

Our Flawed Pursuit of Happiness-and How to Get it Right UCLA Anderson Review 11/02/17.

Get To The Heart of Gift Giving Podcast: KGO810 12/09/16.

UCLA marketing prof probes what will make you happier. UCLA Newsroom. 12/09/16.

Should you want more money or more time? Chicago Tribune 09/26/2016.

Why time-starved people are happier The Washington Post. 06/09/2016.

What do you buy for an anniversary? Marketplace NPR. 07/02/2015.

10 ways to get happy. CNN. 03/20/2015.

When Multitasking Makes You Happy and When It Doesn't. Harvard Business Review. 02/26/2015.

Even for the Person Who Has Everything, Gifts Matter. New York Times. 12/19/2014.

What makes us truly happy? Radio Times, WHYY, NPR. 12/10/2014.

Why Time--Not Money--Is the Key to Happiness. Knowledge@Wharton. 11/12/2014.

How Consumers' Moods Drive Decisions. The Atlantic. 10/02/2014.

"Longmire" lost out because of its older viewers. Marketplace, NPR. 09/12/2014.

For Some, 'Tis a Gift to Be Simple. New York Times. 08/29/2014.

What brings people to cities with unhappy residents? NPR Marketplace. 07/14/2014.

The Meaning of Happiness Changes Over Your Lifetime. Huffington Post. 06/18/2014.

How happiness changes over time. Fox News. 02/21/2014.

Ordinary or extraordinary experiences, what makes you happiest? NPR KPCC. 02/20/2014.

Study reveals surprising link between age and happiness. Huffington Post. 02/12/2014.

Ordinary Experiences Make Us Happier as We Get Older. The Atlantic. 02/12/2014.

What Makes Older People Happy. New York Times. 02/11/2014.

How Thinking About Time Can Make You a Better Person. The Atlantic. 12/13/2013.

Don't Be a Lousy Gift-Giver. Wall Street Journal. 11/29/2013.

Time is Not Money. The Economist. 10/05/2013.

How Happiness Changes With Age. The Atlantic. 05/28/2013.

4 Steps to Become a Happier Entrepreneur. Forbes. 02/13/2013.

Analysis Paralysis. New York Times Magazine. 12/16/2012.

The Science Behind Gifting. Wall Street Journal. 12/03/2012.

How to Make Time Expand. Boston Globe 09/10/2012

You'll Feel Less Rushed If You Give Time Away. Harvard Business Review. 09/01/2012.

Make Time for Yourself by Giving Time to Others. The Guardian. 08/11/2012.

Not All Happiness Is the Same. Huffington Post. 07/23/2012.

Something for the Weekend. FInancial Times. 07/06/2012.

32 Innovations That Will Change Your Tomorrow. New York Times. 06/01/2012.

Giving Time Can Give You Time. WBUR, Boston's NPR station. 04/23/2012.

If We Feel Too Busy. Scientific American. 04/22/2012.

Getting It All Done. Boston Globe. 04/01/2012.

Real Good for Free: The Paradox of Leisure Time. Huffington Post. 03/26/2012.

Scientifically Proven Ways to Be Happier. CBS Money Watch. 02/03/2012.

Are We Happy Yet? Depends on How We Define It. Wall Street Journal. 12/14/2011.

Trading on Happiness. The Times of India. 12/11/2011.

If Money Doesn't Make You Happy, Consider Time. Forbes India. 07/11/2011.

Love Your Weekends Again. ABC News. 05/09/2011.

Why We Strive for Money Over Time--and Why It's a Mistake. TIME Magazine. 10/11/2010.

Thinking about Time or Money Impacts How We Spend Our Days. Scientific American. 10/09/2010.

Buying Time: The Pursuit of Happiness. The Huffington Post. 09/15/2010.

Strawberry Shortcake's Trendy New Look. NPR Marketplace. 09/02/2010.

The Pursuit of Happiness: Buying Time. Association for Psychological Science. 08/25/2010.

Seu consumidor quer tempo ou dinheiro? Exame. 07/19/2010.

Something for the Weekend. Financial Times. 02/05/2010.

Marketing Lessons from the Lemonade Stand. Inc. 04/09/2009.

Does Happiness Have a Price Tag? CBS 04/01/2009.

Why to Tie Marketing to Time, Not Money. The Wall Street Journal. 03/24/2009.

The Way the Brain Buys. The Economist. 12/18/2008.

Can't Decide? Look for the Label. New York Times. 07/28/2008.

Categories Help Us Make Happier Choices. Science Daily. 07/17/2008.

Care to Know the Motivation Behind that Gift, Love? The Washington Post. 02/11/2008.