Purchase Justifiability Drives Payment Choice: Consumers Pay with Card to Remember and Cash to Forget

IF 2.1 Q3 BUSINESS Journal of the Association for Consumer Research Pub Date : 2023-06-26 DOI:10.1086/726429
C. Bechler, Szu‐chi Huang, Joshua I. Morris
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引用次数: 2

Abstract

Although consumers often have multiple payment methods at their fingertips, such as cash and credit/debit cards, prior research is silent on how consumers choose between them. We home in on a key element of purchase—purchase justifiability—that affects how consumers choose to pay. Analysis of 118,042 real-world purchases and six experiments reveals that when consumers are motivated to forget (vs. remember) a purchase because they see it as difficult (vs. easy) to justify, they have an increased preference to pay with cash (vs. card) because cards create a “paper/electronic trail” that aids memory retrieval. These payment preferences are strongest among consumers most likely to recall/track their card spending, and manifest only when card expenses are trackable. We reconcile our results with the classic effect of payment method on pain of paying and discuss implications for merchants and for financial institutions designing payment methods of the future.
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购买合理性推动支付选择:消费者用卡支付,现金支付
尽管消费者通常有多种支付方式,如现金卡和信用卡/借记卡,但之前的研究对消费者如何在它们之间进行选择保持沉默。我们关注的是购买的一个关键因素——购买合理性——它影响消费者选择支付的方式。对118042次真实世界中的购买和六项实验的分析表明,当消费者因为认为购买很难(相对于容易)证明而有动机忘记(相对于记住)时,他们更倾向于用现金(相对于卡)支付,因为卡会产生一种“纸/电子痕迹”,有助于记忆检索。这些支付偏好在最有可能回忆/跟踪其卡支出的消费者中最为强烈,并且只有在可跟踪卡支出时才会体现出来。我们将我们的结果与支付方式对支付痛苦的经典影响相调和,并讨论了对商家和金融机构设计未来支付方式的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Journal of the Association for Consumer Research
Journal of the Association for Consumer Research Economics, Econometrics and Finance-Economics and Econometrics
CiteScore
4.60
自引率
7.70%
发文量
54
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