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Virtual currencies: different schemes and research opportunities

Author

Listed:
  • Gianluca Scheidegger

    (University of St. Gallen)

  • Priya Raghubir

    (New York University)

Abstract

The digitization of money has led to the emergence of numerous virtual currencies. Despite their great financial relevance, virtual currencies have not received much attention in marketing research. We classify virtual currencies into three different schemes and highlight potential factors that influence consumer behavior related to these new payment methods. This article provides marketing researchers with a research framework as well as specific research questions to initiate discussions and future research on this novel topic.

Suggested Citation

  • Gianluca Scheidegger & Priya Raghubir, 2022. "Virtual currencies: different schemes and research opportunities," Marketing Letters, Springer, vol. 33(2), pages 351-360, June.
    • Handle: RePEc:kap:mktlet:v:33:y:2022:i:2:d:10.1007_s11002-022-09620-z
    DOI: 10.1007/s11002-022-09620-z
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    References listed on IDEAS

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    1. Raghubir, Priya & Srivastava, Joydeep, 2002. "Effect of Face Value on Product Valuation in Foreign Currencies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 335-347, December.
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    3. Gourville, John T & Soman, Dilip, 1998. "Payment Depreciation: The Behavioral Effects of Temporally Separating Payments from Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(2), pages 160-174, September.
    4. Avni M. Shah & Noah Eisenkraft & James R. Bettman & Tanya L. Chartrand, 2016. ""Paper or Plastic?": How We Pay Influences Post-Transaction Connection," Journal of Consumer Research, Oxford University Press, vol. 42(5), pages 688-708.
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    Cited by:

    1. Joowon Park & Sachin Banker, 2023. "Bitcoin-denominated prices can reduce preference for vice products," Marketing Letters, Springer, vol. 34(2), pages 309-319, June.
    2. Rami Alkhudary & Bertrand Belvaux & Nathalie Guibert, 2023. "Understanding non-fungible tokens (NFTs): insights on consumption practices and a research agenda," Marketing Letters, Springer, vol. 34(2), pages 321-336, June.

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