Pay Less, Spend More: Consumers' Mental Accounting For Discounted Gift Cards
Type
conference paper
Date Issued
2020-10
Abstract (De)
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).
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Event Title
Association for Consumer Research (ACR) Conference 2020
Event Location
Paris, France
Event Date
OCT 1-4
Subject(s)
Eprints ID
260700