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    Do Payment Mechanisms Change the Way Consumers Perceive Products?

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    ChatterjeeNew.pdf (424.9Kb)
    Issue Date
    2012-04
    Author
    Chatterjee, Promothesh
    Rose, Randall L.
    Publisher
    Journal of Consumer Research
    Type
    Article
    Article Version
    Scholarly/refereed, publisher version
    Published Version
    dx: 10.1086/661730
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    Abstract
    Do payment mechanisms change the way consumers perceive products? We argue that consumers for whom credit cards (cash) have been primed focus more on benefits (costs) when evaluating a product. In study 1, credit card (cash) primed participants made more (fewer) recall errors regarding cost attributes. In a word recognition task (study 2), participants primed with credit card (cash) identified more words related to benefits (costs) than those in the cash (credit card) condition. In study 3, participants in the credit card (cash) condition responded faster to benefits (costs) than to costs (benefits). This differential focus led credit card primed consumers to express higher reservation prices (studies 1-3) and also affected their product choices (study 4) relative to those primed with cash. [ABSTRACT FROM AUTHOR]
    Description
    This is the published version. Copyright 2012 by Journal of Consumer Research.
    URI
    http://hdl.handle.net/1808/17603
    Collections
    • School of Business Scholarly Works [212]
    Citation
    Chatterjee, Promothesh, and Randall L. Rose. "Do Payment Mechanisms Change the Way Consumers Perceive Products?" Journal of Consumer Research 38.6 (2012): 1129-139. http://dx.doi.org/10.1086/661730.

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    785-864-8983

    KU Libraries
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    Lawrence, KS 66045
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    Contact KU ScholarWorks
    785-864-8983
    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    785-864-8983

    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    Image Credits
     

     

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