Change in your wallet, change your choice: The effect of the change-matching heuristic on choice

Yin-Hui Cheng, Shih-Chieh Chuang, Annie Pei-I Yu and Wan-Ting Lai

Journal of Retailing and Consumer Services, 2019, vol. 49, issue C, 67-76

Abstract: Having change in our wallet is quite common when we pay cash when shopping. This study examines the phenomenon whereby people choose to buy a product with a price that matches the amount of change they have in their wallets. The study uses a series of experiments to investigate whether this “change-matching heuristic†helps customers make purchase decisions. The findings confirm that the change-matching heuristic increases consumers’ processing fluency. The findings also confirm that the compromise and attraction conditions may dilute the influence of the change-matching heuristic.

Keywords: Fluency; Trade-off; Attribute conflict; Conflict resolution; Change-matching heuristic (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698916305422
Full text for ScienceDirect subscribers only

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: https://EconPapers.repec.org/RePEc:eee:joreco:v:49:y:2019:i:c:p:67-76

DOI: 10.1016/j.jretconser.2019.03.008

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().