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 MoreFeatured
A Model of Consumer Self-Regulation Failure
Keith Wilcox, Columbia University, USA
Featured
Stigmatization of a Cultural Ritual
Ingeborg Astrid Kleppe, Norwegian School of Economics and Business Administration, Norway
Natalia Maehle, Western Norway University of Applied Sciences
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Featured
Yes, I can or "No, I can't" - Effect of Extraneous Affirmation- and Negation-Evoking Contexts on Brand Recall Memory: The Role of Semantic Activations
Sudipta Mandal, Indian Institute of Management Ahmedabad
Arvind Sahay, Indian Institute of Management Ahmedabad
Sanjeev Tripathi, Indian Institute of Management, Indore