‘Paper Or Plastic’: How We Pay Influences Post-Transaction Connection

Avni Shah, University of Toronto, Canada
Noah Eisenkraft, University of North Carolina- Chapel Hill, USA
Jim Bettman, Duke University, USA
Tanya Chartrand, Duke University, USA
Can paying for a good/service using one form of payment influence how connected you feel post-transaction? Employing a multi-method approach, we demonstrate that individuals who pay using more painful forms of payment (e.g., cash/check versus debit/credit card) increase their post-transaction connection to both products and organizations.
[ to cite ]:
Avni Shah, Noah Eisenkraft, Jim Bettman, and Tanya Chartrand (2015) ,"‘Paper Or Plastic’: How We Pay Influences Post-Transaction Connection", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 7-11.