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When Desire Is Stronger Than Debt Aversion : Enticing Consumers With Interest-Free Financing Deals

Johannes C. Bauer, Vicki G. Morwitz & Thomas Rudolph

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abstract Slogans such as "Buy Now, Pay Later" or "Same as Cash Financing" are found at many retailers and for a wide variety of products (cars, furniture, toys, jewelry, consumer electronics etc.). Despite the popularity of interest-free promotional tools, academic research on them is lacking. Therefore, this research investigates consumers’ reactions to interest-free financing deals and shows that evaluative judgments, emotions, behavioral intentions (purchase and financing intentions), and product choices depend on (1) consumers’ personal financial situation, (2) how the interest-free deal is framed, and (3) consumers’ impulsivity.
   
type conference paper (English)
   
keywords Sales Promotion, Behavioral Pricing, Self-Control, Impulsivity, Consumer Credit
   
name of conference Society for Consumer Psychology (SCP) First International Conference (Florence, Italy)
date of conference 29-6-2012
title of proceedings forthcoming - 17.12.12/mb
publisher Society for Consumer Psychology (SCP)
review double-blind review
   
citation Bauer, J. C., Morwitz, V. G. ., & Rudolph, T. (2012). When Desire Is Stronger Than Debt Aversion: Enticing Consumers With Interest-Free Financing Deals. In forthcoming - 17.12.12/mb: Society for Consumer Psychology (SCP).