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The effect of payment type on product‐related emotions: evidence from an experimental study
Author(s) -
Hahn Luise,
Hoelzl Erik,
Pollai Maria
Publication year - 2013
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2011.01072.x
Subject(s) - prepayment of loan , product (mathematics) , payment , product type , consumption (sociology) , marketing , psychology , business , social psychology , advertising , computer science , mathematics , finance , sociology , social science , geometry , programming language
Consumption and payments have been shown to be closely associated in consumers' minds. Based on the idea of ‘coupling’, it is hypothesized that product‐related emotions will differ depending on payment type (i.e. repayment and prepayment). Moreover, it has been suggested that forecasted emotions do not always correspond to experienced emotions. This is tested in a longitudinal experiment, which simulated a saving and credit situation, and assessed forecasted and experienced product‐related emotions. As hypothesized, prepayment led to more positive product‐related emotions than repayment. Moreover, participants showed some inconsistencies between forecasted and experienced emotions. Implications for marketing and consumer education are discussed.