Discount vs. reward: What has greater effect on altering payment behaviour

Abstract

As attitudes often diverge from the actions taken, behavioural patterns are difficult to predict and starting points for behavioural change are hard to determine. Moreover, when it comes to payment decisions, being low... [ view full abstract ]

Authors

  1. Corinne Scherrer (ZHAW Zurich University of Applied Sciences, Institute of Marketing Management, Switzerland)
  2. Sandro Graf (ZHAW Zurich University of Applied Sciences, Institute of Marketing Management, Switzerland)
  3. Marc Blume (ZHAW Zurich University of Applied Sciences, Institute of Marketing Management, Switzerland)

Topic Area

Consumer Behaviour Track: Click here for the Consumer Behaviour track

Session

PT1-CB1 » Consumer Behaviour (10:00 - Tuesday, 7th July)

Paper

Discount_vs._reward_What_has_greater_effect_on_altering_payment_behaviour_Final_Paper_.pdf

Presentation Files

324presentation1.pptx