How the Pain of Payment Can Magnify and Mitigate Choice Overload Effects

Using field and lab experiments, we find that pain of payment can moderate choice overload effects. Reducing (increasing) the pain of payment—via payment mode or price—leads to increased (decreased) purchasing in larger choice sets, spending less (more) time on the decision, and higher (lower) satisfaction ratings post-purchase.



Citation:

Avni Shah, James R. Bettman, and John Payne (2019) ,"How the Pain of Payment Can Magnify and Mitigate Choice Overload Effects", 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

Avni Shah, University of Toronto, Canada
James R. Bettman, Duke University, USA
John Payne, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

Influence of Visual Crowding and Space Between Products on Consumer Choice

Ana Scekic, HEC Paris, France
Selin Atalay, Frankfurt School of Finance and Management, Germany
Cathy Liu Yang, HEC Paris, France
Peter Ebbes, HEC Paris, France

Read More

Featured

Anticipated Interpersonal Feedback Reshapes Other-oriented Intertemporal Choices

Adelle Xue Yang, National University of Singapore, Singapore
Oleg Urminsky, University of Chicago, USA

Read More

Featured

Thou Shalt Not Look! When Processing the Odds Visually Biases Gambling Behavior

Rod Duclos, Western University, Canada
Mansur Khamitov, Nanyang Technological University, Singapore

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.