YANG Chen,WANG Haizhong,ZHONG Ke,FU Jia,JIANG Hongyan
1. South China University of Technology, Guangzhou, China; 2. Sun YatSen University,
Guangzhou, China; 3. China University of Mining &Technology, Xuzhou, Jiangsu，China
Abstract Through three experiments, the researchers explored the effect of different payment ways on consumers’ product preferences and the underlying mechanism of this effect. The results of experiment 1 and 2 revealed that, priming credit cards led to greater preference toward products with promotion focused attributes or promotion framed, and products with prevention focused attributes or prevention framed were more attractive under the cash condition. The result of experiment 3 showed that, when participants were primed with cash concept, the anticipated pain from failing to fulfill one’s purchasing goal drove the appeal of prevention framed over promotion framed products. Conversely, when participants were primed with credit card concept, the anticipated pleasure from fulfilling one’s purchasing goal drove the appeal of promotion framed over prevention framed products. Theoretical contribution and implications for these results were discussed finally.
2015, Vol. 12 
