The Prosocial Glow of Cash: How Payment Method Affects Customers’ Perceptions of Helpfulness

From field and experimental data, we find that customers judge cash (versus card) payments as more helpful, particularly to small businesses. Consideration of businesses’ overhead costs helps explain the relationship between payment method and customers’ sense of helpfulness. Moreover, cash payments strengthen perceived support of employees and customer-business closeness.


Masha Ksendzova, Grant Donnelly, and Remi Trudel (2016) ,"The Prosocial Glow of Cash: How Payment Method Affects Customers’ Perceptions of Helpfulness", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 169-173.


Masha Ksendzova, Boston University, USA
Grant Donnelly, Harvard Business School, USA
Remi Trudel, Boston University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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