Always leave home without it: A further investigation of the credit-card effect on willingness to pay

被引：203
|
作者：
Prelec, D [1 ]
Simester, D [1 ]
机构：
[1] MIT, Alfred P Sloan Sch Management, Cambridge, MA 02142 USA
来源：
MARKETING LETTERS | 2001年 / 12卷 / 01期
基金：
美国国家科学基金会;
关键词：
credit cards; overspending; mental accounting;
D O I：
10.1023/A:1008196717017
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
In studies involving genuine transactions of potentially high value we show that willingness-to-pay can be increased when customers are instructed to use a credit card rather than cash. The effect may be large (up to 100%) and it appears unlikely that it arises due solely to liquidity constraints. In addition to demonstrating the effect, we provide a methodology for detecting it, and our findings suggest a source of variance to test alternative explanations.
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页码：5 / 12
页数：8
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