Perception of Payment Modes...Perception of Payment Mode 5 to physically let go of cash whereas the...
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Perception of Payment Modes
Master Thesis Expose
Perception of Payment Modes
Clinton Jason Lobo
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Perception of Payment Mode 2
1 Abstract
Title: Perception of Payment Modes
Keywords: Money, Payment modes, Cash, Perception, Emotions, Money Management, Social
Gratification
Although many studies conducted so far explore the perceptions, importance and ethics of money
as well the influence of payment method on consumer spending behavior, very few try to capture
or measure the mental and emotional experiences that the corporal quality of the mode of payment
generates in the consumer’s mind and the influence of such emotional and cognitive associations
on spending behavior. Also, most of the existing literature focuses on the differential spending
arising between and cash and credit cards, the relationship between ‘owned money’ and
differential spending has not fully been explored or dealt with. Though decoupling and pain of
payment have been proposed to explain spending behavior, an adequate amount of empirica l
research is still lacking. This linkage needs to be ascertained by capturing perceptions of money
as a tangible entity and the perceptions, once ascertained should be matched to behavior. To
address this gap, this study will try to improvise and contribute to existing literature on the
perception of money, payment mode and spending behavior by developing a conceptual and
empirical framework to capture the perceptions of payment modes. We will further try to
investigate if these emotional and cognitive associations can be a good predictor of spending
behavior because historical and sensory associations that people have with money can influence
their choice of payments modes as well as their spending behavior. The conceptual framework will
deal with four dimensions namely: Emotions related to cash and card based payment modes, social
and personal gratification and money management.
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Perception of Payment Mode 3
Table of Contents
1 Abstract ......................................................................................................................................2
1.1 List of tables ........................................................................................................................3
1.2 List of Abbreviations ............................................................................................................3
2 Introduction................................................................................................................................4
2.1 Research Question ...............................................................................................................7
3 Review of Literature ....................................................................................................................8
4 Theoretical Background ............................................................................................................. 13
4.1 Perception of Cash ............................................................................................................. 14
4.2 Positive Emotions and Payment Mode ................................................................................ 17
4.2.1 Hypotheses ................................................................................................................ 20
4.3 Social and Personal Gratification with Payment Mode ......................................................... 21
4.3.1 Hypotheses ................................................................................................................ 22
4.4 Money management and Mental accounting....................................................................... 22
4.4.1 Hypotheses ................................................................................................................ 24
5 Methodology ............................................................................................................................ 25
6 Plan of Work ............................................................................................................................. 26
7 References ................................................................................................................................ 27
1.1 List of tables
Literature Review ...............................................................................................................................8
Work Plan ........................................................................................................................................ 26
1.2 List of Abbreviations
PPM – Perception of Payment Modes
ATM – Automated Teller Machines
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Perception of Payment Mode 4
2 Introduction
Advances in digital technology have facilitated payments through various methods and devices
called Electronic funds transfer systems(EFTS). Such systems use fixed connections but they are
now increasingly available through multiple electronic devices and mechanisms thereby fueling
the speculation that mankind will eventually move toward a cashless society (Humphrey et al.
1996). In such a society, consumers can make payments through the internet, payment at
‘unmanned’ vending machines, ‘manned’ point of sale (POS) using mobile phone device, personal
digital assistant (PDA), smart cards and other electronic payment systems, including debit and
credit cards as well as other forms of prepaid cards. Though, the existing payments using card
based systems are convenient for all purchases the transaction costs involved are too high to be
profitable in micropayment transactions (Zinman 2009). During the 1980s, a new stream of
research attained importance which focused on the relationship and impact of credit cards with the
purchase and spending behaviour of consumers. The studies conducted showed that when the
consumers paid with credit cards, the spend per transaction had increased (Prelec, Simester 2001)
(Prelec, Loewenstein 1998). However, the research did not delve into whether the increase in
purchase spend per transaction was due to the availability of credit or the absence of cash. A study
investigating the difference in consumer’s willingness to pay between two frequently used
payments modes: Cash and Debit cards showed that people were willing to pay more for identica l
products using debit cards than cash (Runnemark et al. 2015). This cannot be solely accounted to
the absence of cash or ‘cash on hand’ restraints. Therefore, the increasing acceptance of Electronic
funds transfer systems (EFTS) as well as the studies showing an increase in spending involving
debit and credit cards has led researchers to believe that the payment mode used could possibly
influence our perceptions of money and thereby our purchase behaviour.
(Runnemark et al. 2015) suggest that this is due to the representation of money and has to do with
the salience of the physical form and the salience of the amount paid with the card. Underpinning
this speculation is the notion that sensory as well historical associations we have with money not
only influence our mental accounting and money management (Thaler 1980), but also impact the
type, value and quantity of products purchased per transaction. (Prelec, Loewenstein 1998),
attribute the increase in spending to the idea being that electronic payment modes lack transparency
so that the real cost of transaction is hidden or obscured - while paying with cash one can actually
see the costs incurred for each item and the pain of paying is brought to the forefront with having
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Perception of Payment Mode 5
to physically let go of cash whereas the usage of a debit card to pay covers the entire purchase cost
and this leads the consumer to view the transaction as one single expense on the bill. (Soman
2001), suggests the memories that individuals have of past spending is used as a reference point to
determine and guide their present spending. In this retrospective evaluation the intention to
purchase is reduced when the mode of payment requires the user to write down the amount
paid(Cheque) or when the mode of payment is highly transparent(Cash) and also when the wealth
of the consumer is depleted immediately as opposed to a delay. (Raghubir, Srivastava 2008),
suggest that payment modes differ in terms of ‘Transparency’. The outflow of money is vivid and
salient when consumers use legal tender such as cash, thereby making it painful to part with. On
the contrary, any mode of payment which makes the sensation of parting with money less vivid
and therefore less painful, reduces the psychological barrier to spending. Cards are by princip le
less transparent and the increased spending linked to card usage can be attributed to difference in
levels of transparency of the mode of payment. Based on these studies, we for the purpose of this
study assume that the physicality and tangibility of coins, cheques, cash and other forms of
physical money creates in the consumer’s mind a conscious or unconscious awareness that
something of value is being exchanged. This is, in turn, intensified by the consumer’s ability to
process transactional information using perceptual senses such as sight and touch and this impacts
the translation of the outcome as an immediate experience of the amount spent. Under conditions
which involve consumers to pay using electronic means the consumers may not. At that point in
time, be attuned, either mentally or emotionally to the actual amount of money being spent.
More recent research, however, suggests that the mode of payment not only affects the amount of
money spent but also the type of purchase (Thomas et al. 2011) and also have an impact on the
feelings of ownerships associated with the products purchased (Kamleitner, Erki 2013). Payment
by credit card increases the incidence of unplanned and unhealthy food purchases (Thomas et al.
2011). On the other hand, (Bagchi, Block 2013), contest this, claiming that payment by cash
increases the chances of such purchases; their explanation for this being that the indulgent food
purchases provide an instant fix to the pain of paying with cash because there is no significant
delay between payment and consumption and the cost of paying is balanced simultaneously with
the benefits if the purchase. These conflicting and inconsistent findings suggest that the mode of
payment not only differs in terms of physical dimensions and characteristics but also in terms of
the mental and emotional experiences generated by the corporal quality of the payment mode.
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Perception of Payment Mode 6
However, these emotional and cognitive aspects have largely been neglected but a decent number
of studies have been made into the connection between the payment mode and mental accounting
and money management. Therefore, there is an increasing need for research into the emotiona l,
cognitive and behavioural dimensions of payment modes.
A single prior attempt to link payment mode with emotions is reported by (Thomas et al. 2011),
where the impact of pain of paying was assessed using scales of happy and sad faces and lists of
words identifying the underlying emotions pertaining to negative associations. No reliability or
validity data were reported. As a result of this the next logical step is to develop a study which
would involve an instrument that would capture people’s emotional cognitive associations with
payment modes. Such a study would, for instance, enable and facilitate a more systematic and
deliberate comparison between social groups and purchase situations as well as spending
behaviour and would also, of course, allow for replication. The objective of this research addresses
the calls by (Soman 2003) and (Thomas et al. 2011) for research and development of an instrument
which would capture and measure the sensitivity of each mode of payment based on the
assumption that payment by cards is more inert than payment by cash (Mishra et al. 2006). When
paying for purchases with a card based mode of payment, consumers are required to swipe their
cards in a scanner to complete the transaction. It is probable that at this point in time a decoupling
effect occurs. In the case of a cash based mode of payment, the effect is quite different, because to
complete the transaction one has to part with something tangible: The physical cash. The
physicality of payment mode suggests that consumers are more aware of the price paid for the
products when paying with cash or cheque than when they use a card based mode of payment.
Thus far, existing research has demonstrated the effect of mode of payment on spending behaviour
(Thomas et al. 2011), but the drivers between why there is differential spending in the case of
‘owned money’ remains unanswered and shall be the focus of this research.
Based on our understanding of previous studies, the assumption is that sensory and historica l
associations with cash as well payment mode affects how we account tabulate for our daily
expenses and savings in our mental accounts. The idea is that people who have used cash as a
primary mode of payment have formed a complex, visceral, somatic as well as visual relationships
with such tokens of payment and the agreed upon value of the token becomes embedded in the
actual token – i.e. the representative value is viscerally and physically experienced which cannot
be the same case with new payment modes involving electronic transfers. Further, for the purpose
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Perception of Payment Mode 7
of this study, we assume that the said psychological relationship with the tokens of payment affect
our perceptions and judgement and that these perceptions and judgement vary across modes of
payment and can contribute to differential spending by consumers. There is, as a consequence a
need for inquiry into perceptions of payment modes which will be addressed in the course of this
study.
From both theoretical and managerial standpoints, it is necessary to develop a study as well as an
instrument that captures and measures the perceptions of payment modes, which we shall refer to
as PPM for the remainder of this paper. The importance of such perceptions of payment modes
(PPM) study shall lie in its ability to measure individual perceptions and also to measure and
compare perceptions across social groups and different purchase situations. This study and the
instrument developed in the course of this study could as a result potentially evaluate perceptions
of various modes of payment across age, income and other demographic variables. Such
evaluations could assist managers and designers of financial services to be more effective in
identifying their target demographic groups that prefer certain modes of payment, thereby
maximising customer satisfaction and creating long term customer relationships and profitability
for retailers. The PPM study could also assist sociologists, economists and consumer researchers
to understand and interpret the emotional and cognitive relationships with payment modes,
particularly in the context of owned money (an area which hasn’t been the focus of much research
so far) and its impact on the consumer’s choice of payment mode. The study will outline and
capture social and personal gratifications in regard to various payment modes, as well as customer
confidence, state of mind, security, mental accounting and money management.
2.1 Research Question
This study shall address two broad objectives to attain its research aims:
a) To capture the emotional and cognitive associations that people make with different payment
modes. For the purpose of this study we shall consider two main modes of payment: Cash and
Debit card because they account for a significant percentage of the world’s financial transactions
which involve physical representation of money.
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Perception of Payment Mode 8
b) To check if there is a significant relationship between said emotional and cognitive perceptions
and its impact on mental accounting and money management through the evaluation of associated
spending behaviour and to also check if these associations can be used to predict financial spending
via different payment modes.
3 Review of Literature
Table 1
Author Year Title Reference
type Publisher Periodical
Zinman, Jonathan 2009 Debit or credit? Journal
Article
Journal of
Banking &
Finance
Zink, Caroline F.; Tong,
Yunxia; Chen, Qiang;
Bassett, Danielle S.; Stein,
Jason L.; Meyer-
Lindenberg, Andreas
2008 Know your place Journal
Article
Neuron
Zelizer, Viviana A. 1989 The social meaning of
money:" special monies
Journal
Article
University of
Chicago
Press
American
journal of
sociology
Weber, Max 1947 The theory of economic and
social organization
Journal
Article
Trans. AM
Henderson and
Talcott Parsons.
New York:
Oxford
University Press
Walsh, Anthony 1991 The Science of Love Book Prometheus
Books
Thomas, Manoj; Desai,
Kalpesh Kaushik;
Seenivasan,
Satheeshkumar
2011 How Credit Card Payments
Increase Unhealthy Food
Purchases
Journal
Article
J Consum Res
(Journal of
Consumer
Research)
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Perception of Payment Mode 9
Thaler, Richard H. 1999 Mental accounting matters Journal
Article
Wiley
Periodicals
Inc
J. Behav. Decis.
Making (Journal
of Behavioral
Decision
Making)
Thaler, Richard 1980 Toward a positive theory of
consumer choice
Journal
Article
Elsevier Journal of
Economic
Behavior &
Organization
Tajfel, Henri 1959 Quantitative judgement in
social perception
Journal
Article
Wiley Online
Library
British Journal of
Psychology
Swedberg, Richard;
Granovetter, Mark S.
1992 The sociology of economic
life
Book Westview
Press
Soman, Dilip 2003 The effect of payment
transparency on consumption
Journal
Article
Springer Marketing
Letters
Soman, Dilip 2001 Effects of Payment
Mechanism on Spending
Behavior
Journal
Article
J Consum Res
(Journal of
Consumer
Research)
Snelders, H.M.J.J.;
Hussein, Gönül; Lea,
Stephen E.G.; Webley,
Paul
1992 The polymorphous concept
of money
Journal
Article
Journal of
Economic
Psychology
Simmel, Georg 2004 The philosophy of money Book Psychology
Press
Shafir, E.; Diamond, P.;
Tversky, A.
1997 Money Illusion Journal
Article
The Quarterly
Journal of
Economics
Seligman, Martin E. P.;
Csikszentmihalyi, Mihaly
2014 Positive psychology Contributi
on in…
Runnemark, Emma;
Hedman, Jonas; Xiao,
Xiao
2015 Do consumers pay more
using debit cards than cash?
Journal
Article
Electronic
Commerce
Research and
Applications
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Perception of Payment Mode 10
Raghubir, Priya;
Srivastava, Joydeep
2009 The Denomination Effect Journal
Article
J Consum Res
(Journal of
Consumer
Research)
Raghubir, Priya;
Srivastava, Joydeep
2008 Monopoly money Journal
Article
Journal of
experimental
psychology.
Applied
Prelec, Drazen; Simester,
Duncan
2001 Always leave home without it Journal
Article
Springer Marketing
Letters
Prelec, Drazen;
Loewenstein, George
1998 The Red and the Black Journal
Article
Marketing
Science
Pine, Karen J. 2009 Report on a survey into
female economic behaviour
and the emotion regulatory
role of spending
Journal
Article
Sheconomics
Survey Report.
University of
Hertfordshire
O'Guinn, Thomas C.;
Faber, Ronald J.
1989 Compulsive Buying Journal
Article
J Consum Res
(Journal of
Consumer
Research)
Oatley, Keith; Johnson-
laird, P. N.
1987 Towards a Cognitive Theory
of Emotions
Journal
Article
Cognition &
Emotion
Mitchell, T. R.; Mickel, A.
E.
1999 THE MEANING OF MONEY Journal
Article
Academy of
Management
Review
Mishra, Himanshu;
Mishra, Arul;
Nayakankuppam,
Dhananjay
2006 Money Journal
Article
J Consum Res
(Journal of
Consumer
Research)
Loewenstein, George;
Lerner, Jennifer S.
2003 The role of affect in decision
making
Journal
Article
Handbook of
affective science
Lea, Stephen E. G.;
Webley, Paul; Walker,
Catherine M.
1995 Psychological factors in
consumer debt
Journal
Article
Elsevier Journal of
Economic
Psychology
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Perception of Payment Mode 11
Lea, Stephen E. G.;
Webley, Paul
2006 Money as tool, money as
drug
Journal
Article
Cambridge
University
Press
Behavioral and
brain sciences
Kringelbach, Morten L.;
Berridge, Kent C.
2010 The functional neuroanatomy
of pleasure and happiness
Journal
Article
NIH Public
Access
Discovery
medicine
Kringelbach, Morten L.;
Berridge, Kent C.
2009 Towards a functional
neuroanatomy of pleasure
and happiness
Journal
Article
Trends in
cognitive
sciences
Khan, Jashim; Belk,
Russell W.; Craig-Lees,
Margaret
2015 Measuring consumer
perceptions of payment
mode
Journal
Article
Journal of
Economic
Psychology
Kamleitner, Bernadette;
Erki, Berna
2013 Payment method and
perceptions of ownership
Journal
Article
Springer Marketing
Letters
Ingham, Geoffrey 2004 The emergence of capitalist
credit money
Journal
Article
Credit and State
Theories of
Money: The
Contribution of
A. Mitchell Innes
Humphrey, David B.;
Pulley, Lawrence B.;
Vesala, Jukka M.
1996 Cash, Paper, and Electronic
Payments
Journal
Article
Journal of
Money, Credit
and Banking
Goldin, Philippe R.;
McRae, Kateri; Ramel,
Wiveka; Gross, James J.
2008 The neural bases of emotion
regulation
Journal
Article
Biological
psychiatry
FUSARO, MARC
ANTHONY
2013 WHY DO PEOPLE USE DEBIT
CARDS
Journal
Article
Economic
Inquiry
Frijda, Nico H.; Kuipers,
Peter; ter Schure,
Elisabeth
1989 Relations among emotion,
appraisal, and emotional
action readiness
Journal
Article
Journal of
personality and
Social
Psychology
2014 Flow and the foundations of
positive psychology
Book,
Edited
Springer
Fisher, I. 1928 Money Illusion (Adelphi, New
York)
Journal
Article
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Perception of Payment Mode 12
Elster, Jon 1998 Emotions and economic
theory
Journal
Article
JSTOR Journal of
economic
literature
Desmet, Pieter M. A. 2012 Faces of product pleasure Journal
Article
International
Journal of
Design, 6 (2),
2012
Calder, Lendol; Durkin,
Thomas; Staten, Michael
2002 The Impact of Public Policy
on Consumer Credit
Journal
Article
Springer US
Cacioppo, John T.;
Gardner, Wendi L.;
Berntson, Gary G.
1999 The affect system has parallel
and integrative processing
components
Journal
Article
American
Psychologica
l Association
Journal of
personality and
Social
Psychology
Cabanac, Michel 2010 The dialectics of pleasure Journal
Article
Oxford
University
Press New
York
Pleasures of the
brain
Burgoyne, Carole B.;
Routh, David A.; Ellis,
Anne-Marie
1999 The transition to the euro Journal
Article
Springer Journal of
Consumer Policy
Bruner, Jerome S.;
Goodman, Cecile C.
1947 Value and need as organizing
factors in perception
Journal
Article
The Journal of
Abnormal and
Social
Psychology
Berridge, Kent C.;
Kringelbach, Morten L.
2008 Affective neuroscience of
pleasure
Journal
Article
Psychopharmac
ology
Bergman, Mats;
Guibourg, GABRIELA;
Segendorf, BJÖRN
2008 Card and cash payments
from a social perspective
Journal
Article
Sveriges
Riksbank
Sveriges
Riksbank
Economic
Review
Belk, Russell W.;
Wallendorf, Melanie
1990 The sacred meanings of
money
Journal
Article
Journal of
Economic
Psychology
Begg, D.; Fischer, S.;
Dornbusch, R.
2003 Foundation ofEconomics, 2 Thesis
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Perception of Payment Mode 13
Baker, Wayne E.;
Jimerson, Jason B.
1992 The sociology of money Journal
Article
SAGE
PUBLICATIO
N Thousand
Oaks
American
Behavioral
Scientist
Baker, Wayne E.; Iyer,
Ananth V.
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Journal
Article
Taylor &
Francis
Journal of
Mathematical
sociology
4 Theoretical Background
There is a notion that money is an object, it is in essence incorporeal – the tokens are objects that
represent the concept of money and are rendered valuable only by social agreement. From an
economic standpoint, the definition is that money serves as a medium of exchange, a means of
storing wealth and value, a means of comparison and evaluation and a unit of account (Begg et al.
2003). The cash-based mode of payment in itself is seen as an object of value and this value is
passed on from one hand to another for other objects of value. The case for debit cards, credit
cards and prepaid cards is different. Electronic cards are only seen as only stores of value and this
representation of money is at a more abstract level. From an economic viewpoint, cards as opposed
to cash are only stores of value and not value itself. Also the concept of money is not universa l,
because some of its forms are reserved only for special occasions (Belk, Wallendorf 1990). Gifts
and inheritances are not looked at the same as wages and this shows that money is more of a social
construct than an economic one (Zelizer 1989). Numerous studies show that money is more
symbolic and emotional than instrumental. However, when researchers speak about ‘money’ in
terms of social, emotional, instrumental and/or cultural associations it is not clear as to whether
they are talking about the concept of money, the representation of money, or both. The dichotomy
between the instrumental and symbolic representation of money form the basis of numerous
theories developed by anthropologists and psychologists, e.g., the theory of sacred and profane
money (Belk, Wallendorf 1990): where they discuss the translucent nature of money stating that
it serves and functions on more than an economic level of pure exchange. Money takes on the
character of the processes in which it is involved thereby making it profane money or sacred
money. By accepting cash as both concept and representation of value we can conceptualize a
framework for the perceptions of payment modes. However, we shall try to shed some light into
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Perception of Payment Mode 14
the functioning of money in society and also on how various payment modes have been shown to
influence spending behavior of consumers based on numerous theoretical as well as empirica l
studies.
4.1 Perception of Cash
The literature pertaining to the concept of money is vast and complex. Money, according to
(Snelders et al. 1992) is a polymorphous concept, i.e., a concept whose boundaries and definit ion
cannot be specified precisely. In more traditional economic theories money is usually defined by
three functions assigned to it (e.g. Kaufman 1973):
(1) to be a commonly accepted (i.e. conventional) medium of exchange,
(2) to serve as a store of value,
(3) to serve as a standard of value, by being exchangeable into all other commodities.
As a medium of exchange, money is considered to be superior to the barter system in terms of
reducing the transaction costs. The system of barter requires an improbable coincidence of wants
or events and balancing value. To overcome this coincidence without money requires some process
of in-kind “credit” or “gift exchange”, restricting the trade involving barter to only those who know
each other. The fundamental principle by which money base transactions differ from barter based
transactions is that the burden of trust is removed from the participants involved and is placed on
a third party or institution; mostly the issuer of the money, which in the contemporary sense are
central banks or governments and as long as there is freedom for the token to be exchanged at a
certain value, transactions can be held without restrictions. In this sense, coins and notes embody
in them a store of value within a conveniently portable medium of exchange and acceptable means
of payment (Ingham 2004).
The use of monetary based token systems has been in existence since time immemorial and
psychological and emotional attachment to physical forms of money involving tokens is
understandable. The assumption that this may be how ‘token’ based money is perceived is also
quite understandable. However, the central issue is – How do you agree upon the ‘value’ of a
currency in society? The value given or attributed to the token and/or what the token represents is
a social construct. According to (Weber 1947) the means of storing and transporting this abstract
value is rooted in the social organisation of the monetary system. It is only by ‘social agreement’
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Perception of Payment Mode 15
that a ‘token’ is able to embody the value agreed upon and by doing so it removes the need to
anchor the value of said ‘token’ to the time and space of any actual transaction.
The system of commodity money, that is, objects which have an intrinsic value as well as their use
as money, in many instances evolved into ‘fiat’ money – a system of representative money. This
was a process in which banks would issue a paper receipt to the depositors, indicating that the
paper receipt was redeemable for whatever precious goods were being stored by the bank (usually
gold or silver money). In this system, paper currency and non-precious coinage had very little
intrinsic value, but achieved a significant amount of market value due to the promise to redeem it
for a given weight of a precious metal, such as gold or silver. The British Pound was a unit of
currency backed by a pound of sterling silver based on the weight of wheat. For most of the 19th
as well as 20th century, many currencies around the world were based on representative money via
the use of the gold standard. In the case of commodity money, trust and value were placed in the
inherent nature of the metal or other commodity which formed the payment. In the case of paper
receipts or representative money, trust moved away from the commodity and toward the social
institution that held the commodity (bullion) and issued the representative money. The use of
representative money made it possible for bankers to issue paper receipts in far excess to what the
depositors could actually redeem and would at times lead to bankruptcy. Since the collapse of the
gold standard, the issue of bank notes by commercial banks as legal tender was replaced by the
issuance of bank notes authorized and controlled by national governments via their central banks.
The shift from traditional forms of token money to representative money required a psychologica l
willingness on the part of the individual to accept a symbol in place of a physical object and a
social willingness on the part of the collective to evolve organizations and systems of account
that could gain and hold the public trust.
Until recent times, this promise to redeem money in its representative form for a thing of physical
and tangible value, such as the given weight of a precious metal; for instance, silver or gold,
suggest that the ‘representative money’ or ‘token’ was tangibly connected to something of
accepted value in society, thereby giving the token itself and inherent value. There is some
evidence, ‘hording behaviour’ aside, from studies to suggest that the physicality of money
influences our perceptions. For instance, (Bruner, Goodman 1947), found that children tend to
overestimate the size of coins in relation to other, physically similar stimuli. The conceptual basis
for this paper is that individuals may perceive money differently based on the shape, size and
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Perception of Payment Mode 16
colour and this may in turn affect how much they spend and what they spend on. That these
individuals may do so may either be an inappropriate choice of anchor, or an inadequate level of
adjustment. Behavioral economists (Mishra et al. 2006) link this to the concept of ‘Money
illusion’, which suggests that people show a bias toward nominal value instead of the real value of
money. People use the nominal anchor instead of the real anchor when determining the value of
goods (Fisher 1928).
A possible explanation for this illusion is accentuation theory (Tajfel 1959). This theory suggests
that individuals, apart from using information about physical features of objects or psychologica l
features of persons, also utilize information pertaining to a category to form their evaluation. In
cases and instances where objects are consistently labelled or categorized, people tend to make
judgements based on the information contained in the category and this guides their evaluation.
As a consequence, the perceived differences between objects that belong to different categories
increase, the differences between the objects belonging to the same category decrease. This
suggests that the objects belonging to the same category are seen as homogenous and differences
across categories appear to be larger than in reality. (Burgoyne et al. 1999), suggests that currency
which is tangible has a specific emotional meaning in the sense that people tend to develop a sense
of attachment and exhibit a certain level of dependence on that mode of payment.
From a purely cognitive perspective, the form of money or its appearance should not make any
difference to the individuals who use it. A growing body of literature which demonstrates that the
normative principle of descriptive invariance, which says that when the same objective stimuli are
represented in a different way they should not have an effect on the preferences of an individua l,
but this is violated in the domain of money – thereby giving rise to the denomination effect,
wherein individuals perceive the same amount of money; let’s say 100$ differently when presented
as a single note and when presented in 5 denomination of 20$. This invariably has an impact on
an individual’s propensity to spend (Raghubir, Srivastava 2009). (Thaler 1999) argues that people
categorise income and expenditures in different mental accounts and treat money differently based
on how it is labelled and what it is used for. They also deduct and add to those particular mental
accounts and the money in one mental account is not a perfect substitute for money in another
mental account, thereby violating the principle of fungibility. According to the normative princip le
of fungibility – while paying, at the point of purchase, a mental account for the purchase is opened
by the individual and the decision to buy is based on the evaluation of the perceived benefits and
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Perception of Payment Mode 17
costs of the purchase rather than the emphasis on the payment form used (Prelec, Loewenstein
1998).
We shall, for the purpose of this study define the dimensions of perception based on the acceptance
of cash as both concept and representation of value. The dimensions are broadly categorised into
(a) Positive emotions and payment modes
(b) Social and personal gratification and payment modes
(c) Money management and mental accounting
4.2 Positive Emotions and Payment Mode
An attempt to link emotions to account for utility derivation and economic theory is credited to
(Elster 1998). He broadly categorised emotions into: First; social emotions: anger, hatred, guilt,
shame, admiration and liking. Second; there are many counterfactual emotions generated by
thoughts about what could have possibly happened but didn’t like: regret, rejoicing,
disappointment, Third, there are emotions that are generated by the thought of what may happen:
fear and hope. Fourth, there emotions which are generated by good or bad stimuli: joy and grief.
Fifth, there are emotions that are generated which are related to others or by the possessions of
others: envy, malice, indignation, and jealousy. Finally, there are instances, which do not fall into
a particular category, such as contempt, disgust, and romantic love. Borderline or controversia l
cases include surprise, boredom, interest, sexual desire, enjoyment, worry, and frustration.
Emotions differ from other “visceral factor” in the sense that they are triggered by beliefs and are
not always inherent to the nature of mankind. All of these emotions accommodate for numerous
variations and nuances, which are dependent on the exact nature of underlying beliefs that trigger
them. Therefore, if I feel a person has violated my interest I would feel anger but if I feel that the
other person had every right to do so I will feel indignation. His work was followed by numerous
other researches and studies, in behavioural economics and positive psychology that integrated the
role of emotions into decision making and economic theories (Loewenstein, Lerner 2003), the
neural basis for emotions (Goldin et al. 2008), cognition and emotion, positive effect (Seligman,
Csikszentmihalyi 2014). Positive emotions, according to numerous theorists (Cacioppo et al. 1999)
facilitate approach behaviour – it is a form of behaviour which facilitates and encourages
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Perception of Payment Mode 18
individuals to move toward their object of emotion, whereas negative emotions stimulate
individuals to withdraw from or reject the object associated with their emotion (Frijda et al. 1989).
Economists are mostly interested in the emotions that will occur as a consequence of behaviour,
such as regret, whereas on the other hand behavioural economists are interested and intrigued by
the effects of emotions as mediators in the process of decision making such as the hypothesised
pain of paying and its impact on consumer spending behaviour.
For the conceptualization of the perception of payment modes, we contest that money, regardless
of the form and amount and representation serves to generate and evoke positive emotions such as
feelings of security, relaxation, assurance, and confidence. On the other hand, spending serves to
evoke negative emotions such as anger sadness and disgust (Oatley, Johnson-laird 1987).
According to the categorization of positive emotions by (Desmet 2012), we shall define confidence
as the “experience of faith in oneself or in one’s ability to achieve something or act in the right
way”. The feelings related to confidence are self-assurance, security and certainty, and the related
tendencies are control, competence, resolution, determination, and being free from doubt (Desmet
2012). People will feel confident about the products that are easy to use and are trustworthy (in
this case the possession of money). Money can make people confident because they instil a sense
of independence or because the possession of money helps people look good. We define relaxation
as “the experience of enjoying a calm state of being , free from mental or physical tension or
concern” (Desmet 2012). According to (Desmet 2012), individuals use products (again the same
definition for our conceptualization is applied to the case of possession of money) to as ‘tools’ for
relaxation. People also feel free when they use ‘money’ to support activities that set them free from
everyday worries. The relationship between emotions and spending behaviour is evident from the
study conducted by (Pine 2009), it was found that a significant proportion of women use shopping
as a way to neutralize emotions or to replace negative motions with positive emotions. Women
reported that when they needed cheering up, or when they were going through emotional turmoil,
spending money became a way to regulate these emotions.
On the other hand, behavioural economists (Prelec, Loewenstein 1998), emphasize the importance
and the role of emotions at the point of purchase and how the representation of money could
possibly have an effect on spending. Their main theory is that at the point of purchase an effect
known as ‘decoupling’ occurs, which affect the extent to which the degree of payment actually
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Perception of Payment Mode 19
registers in the individual’s mind, and in their view, thus reduces the degree of the pain experienced
while parting with money leading to differential spending when money is represented indiffe rent
forms. Since paying via cash registers as an immediate depletion of wealth in physical terms, an
individual making the purchase sees the outflow of money and instantly experiences negative
emotions – pain of paying. We argue for the purpose of this study that positive emotions
associations with cash as defined earlier in this paper serve to encourage saving behaviour, since
the possessor of the object (money) tries to the best of his/her ability to extend the length of the
time of possession of said object which are the source of these positive feelings, thereby leading
to decreased or regulated spending.
According to (Berridge, Kringelbach 2008), positive emotions result in positive mental states such
as enjoyment, happiness, entertainment, ecstasy and euphoria. (Cabanac 2010) segregates
fundamental sensory pleasure (for e.g. food intake and sex) and higher-order pleasures such social
pleasure, money and altruism. (Kringelbach, Berridge 2009), has shown evidence that fundamenta l
as well as higher order pleasure as processed in the same regions of the brain and use the same
brain structures. Higher order pleasures are learned and rooted in the socialization process that
individuals undergo as children during the early stages of childhood. Higher order pleasures are
processed in combination with fundamental pleasures. (Kringelbach, Berridge 2010) suggest that
pleasure is not limited to a unitary experience but Is experienced in conjunction with and consists
of multiple overlapping brain processes that include but are not limited to liking, wanting, and
learning. As far as positive psychology literature is concerned, the mental state of pleasure acts as
a positive feedback mechanism, thereby motivating an individual to attempt to recreate or relive
the experience or incident which it has found pleasurable (Walsh 1991). This theory also tries to
drive home the point that just as we want to recreate the experience that evoke pleasure we also
strive to avoid situations that have cause us pain in the past (for e.g., regret about unnecessary
spending) and since cash is a salient form money it is likely that any regret caused by unnecessary
spending is reinforced by the physicality of its form. We contend that the pleasure of saving
regulates spending behaviour by stimulating people to extend the length of the possession of the
object which is the source of the pleasure (cash). The assumption here is that the emotiona l
relationship with notes and coins as physical representation of the underlying value create a
visceral and somatic relationship which influences the way we perceive such tokens and that such
perceptions differ from those one can associate with electronic payment modes. The premise is
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Perception of Payment Mode 20
that the physicality of the payment mode serves to intensify the emotional and cognitive ability to
process information pertaining to the transaction using our perceptual senses and this translates
into an instant experience of saving or spending decisions. The assumption for both cash and card
is that they arouse positive emotions but the degree to which debit cards arouse positive emotions
with physicality of money is lower than that of cash and this has an impact on the amount spent
using the two payment mechanisms. The card based mode of payment decouples the positive
emotional association from the concept of money, as it only acts a store of value, and a tool to
access, and lacks other salient and essential qualities of money.
4.2.1 Hypotheses
4.2.1.1 (H1)
Physicality of Payment mode influences emotions of the user.
Based on the literature involving positive psychology we hypothesise that
H1a – Cash usage evokes positive emotions in the user.
H1b – Debit Card usage evokes positive emotions in the user.
4.2.1.2 (H2)
Emotions associated with the payment mode have an impact on spending behaviour
H2a – Positive emotions for cash is a significant negative predictor of total cash spending.
We hypothesise this because positive emotions associated with cash cause an individual to hold
on to the object of pleasure thereby precipitating a behaviour inclined toward saving.
H2b – Positive emotions for cards is a significant positive predictor of total card spending.
We hypothesise this because the pleasure of using debit cards will cause them to use it more often
and because debit cards differ in representation the decoupling effect occurs causing the individua l
to inaccurately gauge the amount of money spent causing overspending.
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Perception of Payment Mode 21
4.3 Social and Personal Gratification with Payment Mode
The idea that social relationships shape the meaning of money and that a token of money has value
only upon social agreement is now widely accepted (Baker, Jimerson 1992). According to (Baker,
Jimerson 1992), Money can only be understood in the context in which it operates. Money, in both
its primitive and modern form derive their defining traits from the socioeconomic context in which
they appear. Modern money exists in society integrated by the markets; primitive money exists in
non-capitalistic, stateless and pre-market societies.
Secondly, unlike economists, sociologists typically consider the economy secondary to society
(Swedberg, Granovetter 1992) - i.e. economy is shaped by social relations. Sociologists tend to
reject the notion that the economy operates in an autonomous fashion. The market is considered a
social institution (Baker, Iyer 1992). In the real world, economic actors are not free acting,
autonomous and under-socialized but rather economic action is embedded in social structure. The
sociological take on money occupies a middle ground between anthropology and economics. This
middle ground helps sociology to treat money as both an independent variable – the cause of social
change and a dependent variable – a consequence of social relations or cultural meanings. As
(Zelizer 1989), noted; the utilitarian approach to money is a theoretical and empirical straitjacket.
Although money belongs to the market and is created by the market it is shaped by cultura l
connections and social relations.
People, over ages have displayed their wealth and possessions as signs of material success and as
a barometer of personal achievement. However, the idea of possessing and displaying wealth has
shifted to showcasing buying and borrowing power in the age of electronic transactions. These
days’ people do not display or stacks of money largely due to safety and security concerns.
However, possessing gold, platinum and credit as well debit cards still serves the same age old
purpose of displaying one’s wealth and buying power. Neuroscience has provided evidence that
social status and money are processed in the same brain region (the striatum) and people tend to
evaluate and measure their as well as others’ social standing by weighing spending and wealth
associated with an individual (Zink et al. 2008). We in this study contend that debit cards are
associated with better social standing as the usage of debit cards can signal to an audience or
members of the society that the individual is using money in the bank rather than credit. We also
contend that debit cards are more sophisticated money management tools than a cash based
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Perception of Payment Mode 22
payment mode. Card based mode of payment provides access to mobile resources, mobile
commerce and information and also reduces transaction costs to a considerable level. The usage
of debit cards gives us freedom of choice, ease of use, convenience – and these qualities are
reinforced via social relations within society and leads to personal and social gratification. If cash
payments still occupy a large place in day to day transactions, then card based mode of payment
dominate the internet market place and e commerce.
4.3.1 Hypotheses
4.3.1.1 (H3)
Physicality of payment mode influences social and personal gratification.
H3a – Cash usage has a positive effect on Social and Personal Gratification
H3b – Debit card usage has a positive effect on Social and Personal Gratification.
4.3.1.2 (H4)
Social and personal gratification with payment mode influences spending behaviour.
H4a – Social and personal gratification with cash is a significant positive predictor of total cash
spending.
H4b – Social and personal gratification with Debit cards is a significant positive predictor of
total card spending.
4.4 Money management and Mental accounting
(Lea et al. 1995) contend that over the centuries the attitude of people toward debt has changed –
from a general abhorrence of debt to the widespread acceptance of debt and credit as part of
modern consumer society. A common layman’s explanation to the increase in average consumer
spending is that people get into financial troubles by treating goods as necessities whose only
function is social display. (Lea et al. 1995) discovered that people with serious problems of debt
regarded certain kind of expenditures as necessities (for example: fashion goods and Christmas
gifts) and would continue to spend on such expenditures until they ran high on debt. (O'Guinn,
Faber 1989) found that some individuals have self-control problems and are therefore likely to
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Perception of Payment Mode 23
spend more regardless of the mode of payment. As a consequence, they often embark on a journey
of reckless spending that is both dangerous to self and society. Although this may be the case the
link between access to credit and levels of consumption has been well documented (Calder et al.
2002). Therefore, a possible explanation is that the levels of increase in spend per transaction while
using credit cards may be due to the availability of credit and not just the absence of cash.
Researchers over the years have used mental accounting to signify how the mode of payment may
affect our money management practices. (Thaler 1980) suggested while conceptualizing mental
accounting that it is set of cognitive operations used by households and individuals to evaluate,
organize and to track financial activities. At the level of transaction people are said to mentally
open an account for each transaction and to base their evaluations and decisions of the perceived
benefit of consumption with the associated cost of purchase. These mental accounts help reduce
the cognitive pressure on individuals during the decision-making process. Over a period of time
people create mental frames/filters in order to evaluate financial decision making. The assumption
is that these mental accounts and frames impact the experience of paying with a cash based or a
card based mode of payment and therefore also impact spending behaviour. A card based payment
mode decouples the payment from consumption in the sense something tangible (token or cash) is
not given in exchange for consumption – and the feeling of that something of value has been
transferred is dulled. As (Soman 2001) suggests using cash helps people remember how much they
have spent whereas the use of a card based mode of payment doesn’t help recall how much has
been spent in the previous purchases. Also, while using cash many denominations are exchanged
for the products whereas by card based mode of payment the money is deducted automatica l ly
leading the consumer to view the entire transaction as one single event instead of many small
events thereby affecting mental accounting and money management practices.
Some researchers attribute the differential spending while using different modes of payment to
opacity of non-cash payment modes, there is evidence from other researchers that the
characteristics of payment mode may also affect purchase behaviour. (Soman 2003) in their study
found that the usage of prepaid cards increased the amount spent per transaction. However, because
money is transferred so it can be used for a specific purpose there may be greater awareness
amongst consumers that money is being spent and what it is being spent for than with credit cards.
(Thaler 1999) explain this phenomenon as pseudo sunk cost effect. The pseudo sunk cost effect
can be predominantly seen when individuals withdraw money from the ATMs for the purpose of
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Perception of Payment Mode 24
bus fare, lunch, parking fees etc., When withdrawn from ATM the cash is spent in terms of mental
accounts.
The notion that physicality of cash affects our perceptions and judgements is quite evident from
the coin studies conducted where children as well as adults where adults viewed valued coins as
larger and children, especially viewed large coins as more valuable than smaller ones (Bruner,
Goodman 1947). The physicality of cash perceptions is also seen in research (Mishra et al. 2006)
involving denomination effect wherein people tend to show a reluctance to spend a 100$ bill in
comparison to spending five notes of 20$. The subjects showed a greater interest in keeping the
single note intact in comparison to the smaller denominations. They conclude that the physical
nature of the money serves to reiterate a difference in experience and thus affects our perceptions.
The assumptions here is that the denominations together with the physicality of payment mode
affects the way we mentally account for and manage money. Furthermore, cash maybe a way to
exercise self-control in order to curb spending, whereas the usage of cards dulls the stimuli
contributing to saving thereby leading to differential spending.
4.4.1 Hypotheses
4.4.1.1 (H5)
Payment mode influences money management and mental accounting
H5a – Cash usage has a positive effect on money management
H5b - Card usage has a negative effect on money management
4.4.1.2 (H6)
Money management and mental accounting affect spending behaviour
H6a – Money management is a significant positive predictor of total cash spending.
H6b – Money management is a significant negative predictor of total card spending.
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Perception of Payment Mode 25
5 Methodology
In order to test the stated hypotheses, we will create an instrument borrowing on existing scales
found in previous studies and incorporating few of the elements of this study to make a new
instrument which will then be presented in the form of a questionnaire to the target group. Previous
researchers (Khan et al. 2015, 2015) and (Mitchell, Mickel 1999) have come up with suitable
instruments which have been field tested for reliability and validity. These instruments will be
altered slightly to incorporate any additional hypotheses and will then be tested using non-random
purposeful sampling. The participants will be chosen either online or through contacts and we shall
try to incorporate participants between the age group of 18-50 with regular spending habits. They
will be first asked to track their spending behaviour by asking to keep the receipts of a single or
multiple grocery shopping trips and the corresponding value will then be codified and the same set
of participants will be presented with a questionnaire on the Perception of payment modes. The
questionnaire will enable us to test out the hypotheses’ regarding Emotions, Social and Personal
Gratification and Money management and by comparing it with the amount spent on grocery
shopping will facilitate the comparison of perceptions and actual spending behaviour and also
allow us to test the effectiveness of using the dimensions of Perceptions of Payment modes as
predictor variables for spending.
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Perception of Payment Mode 26
6 Plan of Work
Table 2
Work plan
September October November December January
36 37 38 39 40 41 42 43 45 46 47 48 49 50 51 52 1 2 3 4
Preliminary
Finding a Topic
Proposal
Extended Proposal
Expose
Introduction
Literature
Review
Hypotheses
Submission
Work Review
Research Design and
Data Analysis
Questionna
ire
Distribution
Collection
Data
Analysis
Submission
Conclusion
Submission
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Perception of Payment Mode 27
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