The Perception, Not the Payment: How Cognitive Appraisal Influences Pain of Paying

This paper investigates how perceptions of control over a purchase influence the pain of paying it causes. Consistent with the notion that control reduces stress, we find that control decreases pain of paying (even for irresponsible purchases), and that control influences evaluations of atypical purchases but not typical purchases.


Justin Pomerance (2019) ,"The Perception, Not the Payment: How Cognitive Appraisal Influences Pain of Paying", 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.


Justin Pomerance, University of Colorado, USA


NA - Advances in Consumer Research Volume 47 | 2019

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