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.



Citation:

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.

Authors

Cynthia Cryder, Washington University, USA
Laura Xiao, Washington University, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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