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Credit Dom(me)s, BNPL switches and debt subs: Experiences of pain and pleasure

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  • Relja, Ruffin
  • Ward, Philippa
  • Cook, Richard
  • Zhao, Anita Lifen

Abstract

This mobile ethnographic research explores pain and power exchange within buy-now-pay-later (BNPL), an unregulated financial service enabling consumers to defer payments, often interest-free. However, consumer pain in BNPL payment plans is poorly understood. This research reconfigures fragmented BNPL user experiences and identities through mosaicking, introducing three novel BNPL user archetypes that articulate the framing of pain. Language games combine work on BNPL and BDSM (bondage, discipline, domination, submission, sadism, masochism) communities to promote multi-paradigmatic understandings. The Credit Dom(me) trades in transformed pain, is pain-averse, and seeks pleasure. The BNPL Switch views pain as an investment and is receptive to pain to gain an advantage. The Debt Sub sees pain as sacrifice, is prone to suffering, and willingly bears the BNPL provider’s additional liabilities. While power imbalance is always present, the archetypes follow BDSM precepts of being ‘safe, sane, and consensual’.

Suggested Citation

  • Relja, Ruffin & Ward, Philippa & Cook, Richard & Zhao, Anita Lifen, 2025. "Credit Dom(me)s, BNPL switches and debt subs: Experiences of pain and pleasure," Journal of Business Research, Elsevier, vol. 194(C).
    • Handle: RePEc:eee:jbrese:v:194:y:2025:i:c:s0148296325002036
    DOI: 10.1016/j.jbusres.2025.115380
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