18C Moderators of the Denomination Effect: Role of Hedonic Versus Utilitarian Consumption and Denomination Matching

The denomination effect suggests that individuals are less likely to spend when money is in the form of a single large denomination (e.g., a $10 bill) relative to many smaller denominations (e.g., ten $1 bills). This research examines whether hedonic versus utilitarian considerations and denomination matching moderate the denomination effect.



Citation:

Joydeep Srivastava and Yuqian Chang (2019) ,"18C Moderators of the Denomination Effect: Role of Hedonic Versus Utilitarian Consumption and Denomination Matching", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 992-992.

Authors

Joydeep Srivastava, Temple University, USA
Yuqian Chang, Temple University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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