This study extends the finding that consumers are reluctant to use large denominations for small purchases and proposes that consumers are also reluctant to use small denominations for large purchases. Two experiments show that when the magnitude of the denomination matches that of the purchase, the pain of paying reduces.
|Title of host publication||Asia-Pacific advances in consumer research|
|Editors||Echo Wen Wan, Meng Zhang|
|Place of Publication||Duluth, Minnesota|
|Publisher||Association for Consumer Research|
|Number of pages||1|
|Publication status||Published - 2015|