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
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