Pay Me With Venmo: Effect of Service Providers Decisions to Adopt P2p Payment Methods on Consumer Evaluations
We demonstrate that consumers develop mental associations with different payment methods and show how these associations affect consumer judgments. Specifically, when a service provider is adopting Peer-to-Peer payment methods that are associated with warmth, consumers rate such providers as less competent and are less likely to hire them.
Citation:
Liang Huang, Anastasiya Pocheptsova Ghosh, Ruoou Li, and Elise Chandon Ince (2020) ,"Pay Me With Venmo: Effect of Service Providers Decisions to Adopt P2p Payment Methods on Consumer Evaluations", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 449-450.
Authors
Liang Huang, University of Arizona, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Ruoou Li, University of South Carolina, USA
Elise Chandon Ince, University of South Carolina, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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