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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

The Best of Both Worlds: Androgyny in Consumer Choice

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas

Read More

Featured

When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product

Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA

Read More

Featured

Time and Space for Robots and AI

Marat Bakpayev, University of Minnesota Duluth, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.