Pay Less, Spend More: Consumers' Mental Accounting For Discounted Gift Cards

Building upon mental accounting, we introduce discounted gift cards (DGCs) to the pricing and promotion literature. In an experiment and field study, DGCs elicited higher spending and reduced subjective costs of consumers using it at the check-out. We explain these findings based on payment depreciation (Gourville & Soman, 1998).



Citation:

Gianluca Scheidegger, Thomas Rudolph, Marc Linzmajer, and Severin Friedrich Bischof (2020) ,"Pay Less, Spend More: Consumers' Mental Accounting For Discounted Gift Cards", 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: 564-545.

Authors

Gianluca Scheidegger, University of St. Gallen, Switzerland
Thomas Rudolph, University of St. Gallen, Switzerland
Marc Linzmajer, University of St. Gallen, Switzerland
Severin Friedrich Bischof, Copenhagen Business School, Denmark



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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