Kamleitner, Bernadette; Erki, Berna - In: Marketing Letters 24 (2013) 1, pp. 57-69
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 … with a payment method. Asian students (who associate credit card payment with investment and debt) do not exhibit this …