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Cash or Card: Perceptions of Payment Mode

Khan, J, Belk, R, Craig-Lees, M and Marshall, R (2012) Cash or Card: Perceptions of Payment Mode In: Australia New Zealand Marketing Academy Conference, 2012-12-03 - 2012-12-05, Adelaide, Australia.

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This study explores consumer perceptions of cash and debit cards as representations of monetary value. Extant research links differences in perceptions and purchase behaviour to the pain of paying by cash. This study did not find strong evidence for the pain concept but did find that the ‘token’ form did alter the awareness of transaction cost and the value accorded the amount of money represented by the token. Where consumers use both cash and cards, the cash withdrawn and used, is money that they consider to be mentally ‘spent’. A factor that may influence the degree the pain of payment experienced.

Item Type: Conference or Workshop Item (UNSPECIFIED)
Divisions : Surrey research (other units)
Authors :
Belk, R
Craig-Lees, M
Marshall, R
Date : 5 December 2012
Contributors :
Cadogan, J
Wincester, M
Depositing User : Symplectic Elements
Date Deposited : 16 May 2017 15:32
Last Modified : 23 Jan 2020 15:01

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