The Origin of the Pain of Paying

Nina Mazar, University of Toronto, Canada
Hilke Plassmann, INSEAD, France
Nicole Robitaille, University of Toronto, Canada
Axel Linder, University of Tübingen, Germany
We examine the pain of paying construct and its underlying mechanism. Across several studies we find that making psychological pain more salient, versus physical pain or control, decreases willingness-to-pay for products supporting the idea that the pain of paying is literally a pain, albeit a psychological one.
[ to cite ]:
Nina Mazar, Hilke Plassmann, Nicole Robitaille, and Axel Linder (2011) ,"The Origin of the Pain of Paying", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 147-148.