Do Payment Mechanisms Change the Way Consumers Perceive Products?

Promothesh Chatterjee and Randall L. Rose

Journal of Consumer Research, 2012, vol. 38, issue 6, pages 1129 - 1139

Abstract: 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 errors regarding cost attributes. In a word recognition task (study 2), participants primed with credit card (cash) identified more words related to benefits (costs) than those in the cash (credit card) condition. In study 3, participants in the credit card (cash) condition responded faster to benefits (costs) than to costs (benefits). This differential focus led credit card primed consumers to express higher reservation prices (studies 1–3) and also affected their product choices (study 4) relative to those primed with cash.

Date: 2012
References: Add references at CitEc
Citations Track citations by RSS feed

Downloads: (external link)
http://www.jstor.org/stable/pdfplus/10.1086/661730 (application/pdf)
http://www.jstor.org/stable/full/10.1086/661730 (text/html)
Access to the online full text or PDF requires a subscription.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: http://EconPapers.repec.org/RePEc:ucp:jconrs:doi:10.1086/661730

Access Statistics for this article

More articles in Journal of Consumer Research from University of Chicago Press
Series data maintained by Journals Division ().