The Denomination-Spending Matching Effect: When the Magnitude Matches, It Feels Less Painful to Pay

This study extends the finding that consumers are reluctant to use large denominations for small purchases and proposes that consumers are also reluctant to use small denominations for large purchases. Two experiments show that when the magnitude of the denomination matches that of the purchase, the pain of paying reduces.



Citation:

YI LI (2015) ,"The Denomination-Spending Matching Effect: When the Magnitude Matches, It Feels Less Painful to Pay", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 326-326.

Authors

YI LI, HEC Paris, France



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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