Pay Less, Spend More: Consumers' Mental Accounting For Discounted Gift Cards

Gianluca Scheidegger, Thomas Rudolph, Marc Linzmajer, Severin Bischof

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Abstract

Building upon mental accounting, we introduce discounted gift cards (DGCs) to the pricing and promotion literature. In an experiment and field study, DGCs elicited higher spending and reduced subjective costs of consumers using it at the check-out. We explain these findings based on payment depreciation (Gourville & Soman, 1998).
Original languageEnglish
Title of host publicationProceedings of the Association for Consumer Research 2020
EditorsJennifer Argo, Tina M. Lowrey, Hope Jensen Schau
Number of pages1
Place of PublicationDuluth, MN
PublisherAssociation for Consumer Research
Publication date2020
Pages648
ISBN (Print)9780915552818
Publication statusPublished - 2020
Event2020 ACR Virtual Conference: Can Brands be Sarcastic - Online, Paris, France
Duration: 1 Oct 20204 Oct 2020
https://www.acrwebsite.org/web/acr-conference/welcome-new

Conference

Conference2020 ACR Virtual Conference
LocationOnline
CountryFrance
CityParis
Period01/10/202004/10/2020
Internet address
SeriesAdvances in Consumer Research
Volume48
ISSN0098-9258

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