Do Payment Mechanisms Change the Way Consumers Perceive Products?

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Promothesh Chatterjee; Randall L. Rose;
  • Journal: Journal of Consumer Research,volume 38,issue 6,pages1,129-1,129
  • Related identifiers: doi: 10.1086/661730

Do payment mechanisms change the way consumers perceive products? We argue that consumers for whom credit cards (cash) have been primed focus more on benefits (costs) when evaluating a product. In study 1, credit card (cash) primed participants made more (fewer) recall ... View more
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