17-D: Friends With Benefits: Social Support and Pain of Payment

Deborah Abrams, Georgia Tech, USA
Samuel Bond, Georgia Tech, USA
Michael Lowe, Georgia Tech, USA
This research demonstrates how social presence, through its effect on social support, can attenuate pain of payment. Studies 1 and 2 show a direct negative effect of social presence on pain of payment, as well as a mediating effect of social support.
[ to cite ]:
Deborah Abrams, Samuel Bond, and Michael Lowe (2017) ,"17-D: Friends With Benefits: Social Support and Pain of Payment", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1011-1011.