How the Pain of Payment Affects Buying Behavior in the Face of Variety

Avni Shah, Duke University, USA
Jim Bettman, Duke University, USA
John Payne, Duke University, USA
Across three studies we examine how the pain of payment can magnify or mitigate the negative effects associated with increasing variety. In larger assortments, reducing the pain of payment form (credit/debit card versus cash) or magnitude increases buying propensity and post-purchase satisfaction.
[ to cite ]:
Avni Shah, Jim Bettman, and John Payne (2012) ,"How the Pain of Payment Affects Buying Behavior in the Face of Variety", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 121-124.