‘Paper Or Plastic’: How We Pay Influences Post-Transaction Connection

Can paying for a good/service using one form of payment influence how connected you feel post-transaction? Employing a multi-method approach, we demonstrate that individuals who pay using more painful forms of payment (e.g., cash/check versus debit/credit card) increase their post-transaction connection to both products and organizations.


Avni Shah, Noah Eisenkraft, Jim Bettman, and Tanya Chartrand (2015) ,"‘Paper Or Plastic’: How We Pay Influences Post-Transaction Connection", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 7-11.


Avni Shah, University of Toronto, Canada
Noah Eisenkraft, University of North Carolina- Chapel Hill, USA
Jim Bettman, Duke University, USA
Tanya Chartrand, Duke University, USA


NA - Advances in Consumer Research Volume 43 | 2015

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