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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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