Payment method and perceptions of ownership

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• 作者：Bernadette Kamleitner (1)
  Berna Erki (2)
  
• 关键词：Payment method ; Psychological ownership ; Credit card ; Attachment ; Behavioral intention
• 刊名：Marketing Letters
• 出版年：2013
• 出版时间：March 2013
• 年：2013
• 卷：24
• 期：1
• 页码：57-69
• 全文大小：210KB
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• 作者单位：Bernadette Kamleitner (1)
  Berna Erki (2)
  
  1. Vienna University of Eocnomics and Business, Augasse 2-6, 1090, Vienna, Austria
  2. Queen Mary, University of London, Mile End Road, London, E1 4NS, UK
  
• ISSN：1573-059X

文摘

How consumers pay influences how they feel about a transaction. In particular, paying by card has been argued to have an effect on the perception of cost, making it less salient and painful. We propose and show that payment method also influences how consumers feel about the acquired good. Specifically, we focus on effects of the payment method on psychological ownership, i.e., the perception of an object as “mine.-We propose that cash payment results in stronger psychological ownership because it influences the extent of perceived investment in an object. We provide evidence for the proposed effect from field and laboratory settings. Results of a longitudinal exit survey and an experiment show that cash payers report higher levels of immediate psychological ownership than card payers. However, this effect seems to depend on the meanings associated with a payment method. Asian students (who associate credit card payment with investment and debt) do not exhibit this effect. Moreover, the initial boost in psychological ownership seems to be comparably short-lived. While those paying in cash experience no further increase in psychological ownership over time, those paying by card do.