Cost-Benefit Associations and Their Influence on Loan Experience
We assessed whether the degree to which consumers mentally associate costs and benefits of a loan transaction has an impact on consumer experiences. Three studies show that differences in strength and direction (from costs to benefits or vice versa) of associations are related to the perceived aversiveness of payments. Payments are the more painful, the more benefits evoke thoughts of costs. Conversely, the degree to which costs evoke benefits has no influence on consumer experiences. These results contrast with previously established theories. An alternative theoretical account is discussed and future research directions are suggested.
Citation:
Bernadette Kamleitner, Erik Hoelzl, and Erich Kirchler (2009) ,"Cost-Benefit Associations and Their Influence on Loan Experience", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 607-608.
Authors
Bernadette Kamleitner, University of London, UK
Erik Hoelzl, Universitaet Wien, Austria
Erich Kirchler, Universitaet Wien, Austria
Volume
NA - Advances in Consumer Research Volume 36 | 2009
Share Proceeding
Featured papers
See MoreFeatured
The Journey That Makes Us: The Impact of Residential Mobility on Self-clarity and Consumer Motivation
Linying Sophie Fan, Hong Kong Polytechic University
Yajin Wang, University of Maryland, USA
Yuwei Jiang, Hong Kong Polytechic University
Featured
Crime and Punishment through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users
Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada
Featured
Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.
Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium