8-B: Eliminating the Paper Trail: Consumers Prefer Using Cash Over Cards For More Painful Purchases
We propose that when consumers make more painful purchases (e.g., due to guilt or low transaction utility), they will be more likely to use cash than a debit or credit card in order to reduce their “paper trail” and the likelihood of recalling their painful financial activity in the future.
Joshua Morris and Szu-chi Huang (2017) ,"8-B: Eliminating the Paper Trail: Consumers Prefer Using Cash Over Cards For More Painful Purchases", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1049-1049.
Joshua Morris, Stanford University, USA
Szu-chi Huang, Stanford University, USA
NA - Advances in Consumer Research Volume 45 | 2017
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