The Origin of the Pain of Paying

We examine the pain of paying construct and its underlying mechanism. Across several studies we find that making psychological pain more salient, versus physical pain or control, decreases willingness-to-pay for products supporting the idea that the pain of paying is literally a pain, albeit a psychological one.


Nina Mazar, Hilke Plassmann, Nicole Robitaille, and Axel Linder (2011) ,"The Origin of the Pain of Paying", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 147-148.


Nina Mazar, University of Toronto, Canada
Hilke Plassmann, INSEAD, France
Nicole Robitaille, University of Toronto, Canada
Axel Linder, University of Tübingen, Germany


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


Scope Insensitivity in Debt Repayment

Daniel Mochon, Tulane University, USA
Nina Mazar, Boston University, USA
Dan Ariely, Duke University, USA

Read More


Can “Related Articles” Correct Misperceptions from False Information on Social Media?

Yu Ding, Columbia University, USA
Mira Mayrhofer, University of Vienna
Gita Venkataramani Johar, Columbia University, USA

Read More


How Framing Donor Match as Collaboration Impacts Donation: The Importance of In-Context Field Experiments In Fundraising

Indranil Goswami, SUNY Buffalo
Oleg Urminsky, University of Chicago, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.