Paying Less For What You Like More: How Pain of Paying Leads to Preference Inconsistencies

We identify underlying drivers that affect the pain of paying for a good. We further show that varied pain of paying across goods can lead to preference inconsistencies, where consumers may pay less for a good that they like more and thus prefer when it is offered for free.


Elizabeth Friedman, Ryan Hauser, and Ravi Dhar (2019) ,"Paying Less For What You Like More: How Pain of Paying Leads to Preference Inconsistencies", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 88-92.


Elizabeth Friedman, Columbia University, USA
Ryan Hauser, Yale University, USA
Ravi Dhar, Yale University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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