Change in your wallet, change your choice: The effect of the change-matching heuristic on choice

Volume: 49, Pages: 67 - 76
Published: Jul 1, 2019
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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