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

Item Type Conference or Workshop Item (Paper)
Abstract

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).

Authors Scheidegger, Gianluca; Rudolph, Thomas; Linzmajer, Marc & Bischof, Severin Friedrich
Language English
Subjects business studies
HSG Classification contribution to scientific community
HSG Profile Area SoM - Business Innovation
Date October 2020
Event Title Association for Consumer Research (ACR) Conference 2020
Event Location Paris, France
Event Dates OCT 1-4
Depositing User Gianluca Scheidegger
Date Deposited 22 Jul 2020 15:41
Last Modified 22 Jul 2020 15:41
URI: https://www.alexandria.unisg.ch/publications/260700

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Citation

Scheidegger, Gianluca; Rudolph, Thomas; Linzmajer, Marc & Bischof, Severin Friedrich: Pay Less, Spend More: Consumers' Mental Accounting For Discounted Gift Cards. 2020. - Association for Consumer Research (ACR) Conference 2020. - Paris, France.

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https://www.alexandria.unisg.ch/id/eprint/260700
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