Spending Credit Like a Windfall Gain

Cynthia Cryder, Washington University, USA
Laura Xiao, Washington University, USA
We hypothesize that the term “credit” changes psychophysical representations of spending. In a series of experiments, we find that the term credit encourages people to mentally represent spending as a reduction of a gain rather than as a more subjectively painful loss.
[ to cite ]:
Cynthia Cryder and Laura Xiao (2014) ,"Spending Credit Like a Windfall Gain", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 32-35.