Mental Accounting and Gift Card Spending
Across four studies, we examined the link between gift cards and hedonic purchasing behavior. In our research, we show that spending money in the form of a gift card reduces guilt associated with hedonic spending, increases both reported and actual indulgent purchasing, and can increase giving behavior towards others.
Citation:
Chelsea Helion and Tom Gilovich (2014) ,"Mental Accounting and Gift Card Spending", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 22-26.
Authors
Chelsea Helion, Cornell University, USA
Tom Gilovich, Cornell University, USA
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
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
Featured
Visualizing Price Magnitude: How Slider Scales Change Willingness-to-Pay
Manoj Thomas, Cornell University, USA
Ellie Kyung, Dartmouth College, USA
Featured
Paying to Purchase a Conversation Topic
Hillary Wiener, University at Albany
Joshua Wiener, Oklahoma State University, USA