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| Author: | Siemens, J.C. |
| Title: | When consumption benefits precede costs: towards an understanding of 'buy now, pay later' transactions |
| Journal: | Journal of Behavioral Decision Making
2007 : DEC, VOL. 20:5, p. 521-531 |
| Index terms: | decision making consumers depreciation |
| Freeterms: | deferred payments mental accounting |
| Language: | eng |
| Abstract: | An experiment investigated a real-money 'buy now, pay later' transaction (here as: tract.), whereby subjects experienced a varied time-delay (as: t-d.) btw. tract. costs and benefits (as: bs-and-cs.). Individuals were more satisfied when tract. bs-and-cs. occurred temporally together. When a t-d. was imposed, respondents preferred a short delay to a long delay. Tract. satisfaction was found to mediate the effect of t-d. on behavioural intentions to complete the tract. again and perceived tract. fairness. Results suggest that a previously-incurred tract. benefit becomes disassociated with its' tract. cost over time, causing the later tract. cost to be perceived as a greater loss at time of payment. |
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