MAY 1, 2013
Why You Indulge More When You Pay for Snacks with Cash
Consumers who paid with cash at a frozen yogurt store consumed 45% more calories than those who paid with credit or debit cards, Rajesh Bagchi of Virginia Tech and Lauren Block of Baruch College report in a study of 125 customers. Their research suggests that paying cash is more painful than paying with a card, and that cash-paying consumers indulge more to alleviate the negative mood brought on by the pain of spending. The researchers point out that low-income consumers, who tend to have less access to cards, are particularly vulnerable to this effect.
Source: Chocolate Cake Please! Why Do We Indulge More When it Feels More Expensive?
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