The Mental Accounting of Gift Card Versus Cash Gift Funds

Receiving a monetary gift in the form of a gift card can lead one to regard, allocate, and consume these funds differently than if the gift is given as cash. Across four experiments, the presentation of a gift card rather than cash led to both intended and actual spending beyond the amount of the original gift, and also influenced the types of purchases that consumers made. Even when features of the gift card payment mechanism that restrict fungibility of funds were removed, receiving a gift card led to greater spending than when an equivalent cash gift was received.



Citation:

Rebecca White (2008) ,"The Mental Accounting of Gift Card Versus Cash Gift Funds", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 722-723.

Authors

Rebecca White, University of Chicago



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Corporate Social Responsibility and Dishonest Consumer Behavior

In-Hye Kang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA

Read More

Featured

Communicating a Promise of Change: Visual Steps Enhance Process Imagery

Luca Cian, University of Virginia, USA
aradhna krishna, University of Michigan, USA
Chiara Longoni, Boston University, USA

Read More

Featured

Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences

Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA

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.