Change in your wallet, change your choice: The effect of the change-matching heuristic on choice
Abstract
null null Having change in our wallet is quite common when we pay cash when shopping. This study examines the phenomenon whereby people choose to buy a product with a price that matches the amount of change they have in their wallets. The study uses a series of experiments to investigate whether this “change-matching heuristic” helps customers make purchase decisions. The findings confirm that the change-matching heuristic increases consumers’...
Paper Details
Title
Change in your wallet, change your choice: The effect of the change-matching heuristic on choice
Published Date
Jul 1, 2019
Volume
49
Pages
67 - 76
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