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How Credit Card Payments Increase Unhealthy Food Purchases: Visceral Regulation of Vices

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  • Manoj Thomas
  • Kalpesh Kaushik Desai
  • Satheeshkumar Seenivasan
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    Abstract

    Some food items that are commonly considered unhealthy also tend to elicit impulsive responses. The pain of paying in cash can curb impulsive urges to purchase such unhealthy food products. Credit card payments, in contrast, are relatively painless and weaken impulse control. Consequently, consumers are more likely to buy unhealthy food products when they pay by credit card than when they pay in cash. Results from four studies support these hypotheses. Analysis of actual shopping behavior of 1,000 households over a period of 6 months revealed that shopping baskets have a larger proportion of food items rated as impulsive and unhealthy when shoppers use credit or debit cards to pay for the purchases (study 1). Follow-up experiments (studies 2–4) show that the vice-regulation effect of cash payments is mediated by pain of payment and moderated by chronic sensitivity to pain of payment. Implications for consumer welfare and theories of impulsive consumption are discussed.

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    File URL: http://www.jstor.org/stable/full/10.1086/657331
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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 38 (2011)
    Issue (Month): 1 ()
    Pages: 126 - 139

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    Handle: RePEc:ucp:jconrs:doi:10.1086/657331

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Bernadette Kamleitner & Berna Erki, 2013. "Payment method and perceptions of ownership," Marketing Letters, Springer, vol. 24(1), pages 57-69, March.
    2. Sotiris Vandoros, 2013. "My five pounds are not as good as yours, so I will spend them," Experimental Economics, Springer, vol. 16(4), pages 546-559, December.
    3. Promothesh Chatterjee & Randall Rose & Jayati Sinha, 2013. "Why money meanings matter in decisions to donate time and money," Marketing Letters, Springer, vol. 24(2), pages 109-118, June.

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