More of the Same: Higher Pain of Payment Decreases Variety Seeking

Retailers offer an increasing number of payment methods to consumers. We examine how the use of a payment method affects the variety of options purchased by consumers. We argue that consumers who use a payment method associated with high (vs. low) pain of payment exhibit lower variety seeking.


Liang Huang, Rafay A Siddiqui, and Anastasiya Pocheptsova Ghosh (2019) ,"More of the Same: Higher Pain of Payment Decreases Variety Seeking", 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.


Liang Huang, University of Arizona, USA
Rafay A Siddiqui, Hong Kong Polytechnic University, China
Anastasiya Pocheptsova Ghosh, University of Arizona, USA


NA - Advances in Consumer Research Volume 47 | 2019

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