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

A Model of Consumer Self-Regulation Failure

Keith Wilcox, Columbia University, USA

Read More

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

Read More

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

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.