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Payment method and perceptions of ownership

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  • Bernadette Kamleitner
  • Berna Erki

Abstract

How consumers pay influences how they feel about a transaction. In particular, paying by card has been argued to have 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 ownership, i.e., the perception of an object as “mine.” We propose that cash payment results in stronger psychological ownership because it influences the extent of perceived investment in an object. We provide evidence for the proposed effect from field and laboratory settings. Results of a longitudinal exit survey and an experiment show that cash payers report higher levels of immediate psychological ownership than card payers. However, this effect seems to depend on the meanings associated with a payment method. Asian students (who associate credit card payment with investment and debt) do not exhibit this effect. Moreover, the initial boost in psychological ownership seems to be comparably short-lived. While those paying in cash experience no further increase in psychological ownership over time, those paying by card do. Copyright Springer Science+Business Media, LLC 2013

Suggested Citation

  • Bernadette Kamleitner & Berna Erki, 2013. "Payment method and perceptions of ownership," Marketing Letters, Springer, vol. 24(1), pages 57-69, March.
    • Handle: RePEc:kap:mktlet:v:24:y:2013:i:1:p:57-69
    DOI: 10.1007/s11002-012-9203-4
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    References listed on IDEAS

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    2. Yizhao Jiang, 2022. "The Influence of Payment Method: Do Consumers Pay More with Mobile Payment?," Papers 2210.14631, arXiv.org.
    3. Kamleitner, Bernadette & Dickert, Stephan, 2015. "The two faces of ownership: Introduction to the special section on ownership and economic decisions," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 58(C), pages 159-161.
    4. Batiz-Lazo, Bernardo & Maixe-Altes, J Carles & Peon, David, 2023. "Behavioral drivers of cashless payments in Africa," MPRA Paper 117984, University Library of Munich, Germany.
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    6. Kirk, Colleen P., 2019. "Dogs have masters, cats have staff: Consumers' psychological ownership and their economic valuation of pets," Journal of Business Research, Elsevier, vol. 99(C), pages 306-318.
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