Can Money Tip the Scale? Social Judgment of Overweight Shoppers and the Role of Form of Payment

Carrie Skinner, Florida State University, USA
Martin Mende, Florida State University, USA
Maura Scott, Florida State University, USA
Stephen M. Nowlis, Washington University at St. Louis, USA
Michael K. Brady, Florida State University, USA
This research examines how the interaction of body weight and form of payment affects social judgments in retail settings. Although overweight consumers are stigmatized as lacking self-control, we find that making food purchases in cash (vs. credit) attenuates negative inferences because cash, the most painful form of payment, suggests self-control.
[ to cite ]:
Carrie Skinner, Martin Mende, Maura Scott, Stephen M. Nowlis, and Michael K. Brady (2016) ,"Can Money Tip the Scale? Social Judgment of Overweight Shoppers and the Role of Form of Payment", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 76-81.