Research supports the argument that the way we pay for a productchanges the way we perceive it. More specifically, credit cardsprime people to focus less on the costs of the item and more on thebenefits. Using plastic decouples the expense of the purchase so wetend to buy more when we can charge it. Newer innovations likedigital wallets take this a step further so payment— at least atthe time of purchase—is even less painful. Are these formats goingto create problems if they prime us to think more about short-termgratification and less about the long-term hit to our budgets? Domarketers have an
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