Spending Credit Like a Windfall Gain
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.
Cynthia Cryder and Laura Xiao (2014) ,"Spending Credit Like a Windfall Gain", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 32-35.
Cynthia Cryder, Washington University, USA
Laura Xiao, Washington University, USA
NA - Advances in Consumer Research Volume 42 | 2014
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