Article critique in the journal of consumer behavior - Essay Example

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Article critique in the journal of consumer behavior

The authors further substantiate their claim by providing the findings of other scholars such as Feinberg where he found that application of credit cards resulted into a rise in the eagerness to incur more expenditure and higher use of the amounts of money one can easily use. The article also provides an explanation in regard to relationship between the credit card premium and pain in payment where the behavior of consumers is highly affected by the degree to which they feel the pain of payment when they are parting with their earned cash. The authors also points out that with the use of other mode of payment such as cash the consumers pain of payment is felt all the time when the transaction occurs. Compared to credit card payment one only requires a signature thus the pain of payment is felt at a low intensity. Therefore the process of credit card payment as a mode of payment enhances the decoupling of costs from gains since the consumer does not feel immediately the painful effect of payment (Promothesh & Randall 7). First and foremost, Dr. Promothesh Chatterjee and Prof. Randall L. Rose are two scholars with credible academic backgrounds. Promothesh holds a doctorate degree in Marketing with the University of Carolina and she has won many awards in her research in marketing field. She has also a vast experience in marketing which makes her works credible. Rose on the other hand is a professor in marketing in the same university thus by her credibility her works are reliable. ...
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Summary

In the article, Do Payment Mechanisms Change the Way Consumers Perceive Products, by Promothesh Chatterjee and Randall L. Rose published in the Journal of Consumer Research and the University of Chicago Press, the authors allege that the behavior of spending among the consumers is controlled by their payment mechanism. …
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