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

Published on Jul 1, 2019in Journal of Retailing and Consumer Services
· DOI :10.1016/J.JRETCONSER.2019.03.008
Yin-Hui Cheng3
Estimated H-index: 3
(National Taichung University of Education),
Shih-Chieh Chuang2
Estimated H-index: 2
(CCU: National Chung Cheng University)
+ 1 AuthorsWan-Ting Lai1
Estimated H-index: 1
(CCU: National Chung Cheng University)
Abstract 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’ processing fluency. The findings also confirm that the compromise and attraction conditions may dilute the influence of the change-matching heuristic.
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