Cashbacks: Buying More Or Less?

While prior research on cashbacks highlighted its benefits, this study investigates the cost of offering cashbacks. We find that in certain conditions, cashbacks can negatively affect retailers as they lead to consumers reducing the ticket size of the transactions.


Shweta Jha and Sanjeev Tripathi (2021) ,"Cashbacks: Buying More Or Less?", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 925-925.


Shweta Jha, Indian Institute of Management, Indore
Sanjeev Tripathi, Indian Institute of Management, Indore


NA - Advances in Consumer Research Volume 49 | 2021

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