The Effects of Earmarking on Psychological Spending and Pain of Payment

We explore how earmarking money affects consumer behavior. In four studies, we find earmarking decreases willingness to spend from non-earmarked funds, increases commitment to spending when price increases, creates a feeling of psychological spending as the transaction approaches, and reduces the pain of payment at the time of purchase.


Justin Pomerance, Nicholas Reinholtz, Stephen A Spiller, and Elizabeth C. Webb (2019) ,"The Effects of Earmarking on Psychological Spending and Pain of Payment", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 164-168.


Justin Pomerance, University of Colorado, USA
Nicholas Reinholtz, University of Colorado, USA
Stephen A Spiller, University of California Los Angeles, USA
Elizabeth C. Webb, Columbia University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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