Malleable Monopoly Money: Does How You Pay For a Gift Card Affect How You Spend It?
Four studies show that ‘monopoly money’ is a relative construct and the subjective value of a gift card is influenced by the currency it was converted from. Gift cards purchased with cash are perceived to be more valuable and easier to spend than those purchased with points/miles.
Priya Raghubir and Shelle Santana (2018) ,"Malleable Monopoly Money: Does How You Pay For a Gift Card Affect How You Spend It?", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 24-28.
Priya Raghubir, New York University, USA
Shelle Santana, Harvard Business School, USA
E - European Advances in Consumer Research Volume 11 | 2018
Anticipated Interpersonal Feedback Reshapes Other-oriented Intertemporal Choices
Adelle Xue Yang, National University of Singapore, Singapore
Oleg Urminsky, University of Chicago, USA
The Ex-Money Effect: When and Why People Feel Connected to Outcomes that Involve Money They Previously Had
Charis Li, University of Florida, USA
Yanping Tu, University of Florida, USA
I12. The Effect of Susceptibility-Induced Threat in the Preventative Communication
Moon-Yong Kim, Hankuk University of Foreign Studies