‘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

Share Proceeding

Featured papers

See More


O2. The Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More than Group Streaks

Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA

Read More


Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift

Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana

Read More


How Employees Relate to Their Brand Online: A Critical Visual Analysis of Hollister

Stephanie Kogler, University of Innsbruck, Austria

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.