Cash—Walk the line: Examining the impact of payment method on consumers' beer choices

IF 1.6 3区 农林科学 Q3 FOOD SCIENCE & TECHNOLOGY
Tobias Otterbring, Kristian Rolschau, Michał Folwarczny
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引用次数: 0

Abstract

Previous research has revealed that consumers spend less (more) money when paying through cash (credit card). This effect has been attributed to the pain of paying, which is higher (lower) in the case of cash (credit card) payments. We tested the pain-of-paying phenomenon at a bar and collected objective data on almost 1000 beer transactions, including information about the size of the beer consumed (small vs. large), the price paid per beer, the style of the beer, and consumers' payment method (cash vs. credit card). Consumers paying with cash (vs. credit card) spent less money per beer and were less inclined to choose large (vs. small) beers, with the payment method effect on money spent mediated by the size of the purchased beer. Moreover, those paying with cash (vs. credit card) were more inclined to choose dark beers, whereas their probability of purchasing India Pale Ales (IPAs) was directionally lower.

Practical Applications

Given our findings that payment method seems to influence alcohol consumption, these results should have important implications for bar and restaurant managers as well as for interventions aimed at mitigating consumer overspending on alcoholic beverages. Specifically, our findings align with research suggesting that card payments promote less healthy and more impulsive choices than cash payments. Excessive alcohol consumption is associated with numerous psychophysiological problems, whereas developing social ties, which is common among craft beer enthusiasts, reduces stress levels and improves mental health. Therefore, a reasonable compromise seems to be that policymakers recommend cash payments for alcoholic beverages to maximize social network development while minimizing the risk of excessive alcohol consumption. The result that consumers who paid with cash (vs. credit card) were more prone to purchase dark beers but slightly less likely to buy IPAs warrants further investigation.

Abstract Image

现金支付:考察支付方式对消费者啤酒选择的影响
之前的研究表明,消费者用现金(信用卡)支付时花的钱更少(更多)。这种效应被归因于支付的痛苦,在现金(信用卡)支付的情况下,这种痛苦更高(更低)。我们在一家酒吧测试了支付痛苦现象,并收集了近1000笔啤酒交易的客观数据,包括所消费啤酒的大小(小啤酒与大啤酒)、每瓶啤酒的价格、啤酒的风格以及消费者的支付方式(现金与信用卡)。用现金支付的消费者(与信用卡相比)每瓶啤酒的花费更少,也更不倾向于选择大瓶啤酒(与小瓶啤酒相比),支付方式对花费的影响由所购买啤酒的大小所调节。此外,那些用现金支付的人(与信用卡相比)更倾向于选择黑啤酒,而他们购买印度淡啤酒(IPAs)的可能性更低。鉴于我们的研究结果,支付方式似乎影响酒精消费,这些结果应该对酒吧和餐馆经理以及旨在减少消费者在酒精饮料上过度消费的干预措施具有重要意义。具体来说,我们的发现与一些研究一致,这些研究表明,与现金支付相比,信用卡支付促进了更不健康、更冲动的选择。过度饮酒与许多心理生理问题有关,而在精酿啤酒爱好者中普遍存在的发展社会关系,可以减轻压力水平,改善心理健康。因此,一个合理的妥协似乎是政策制定者建议用现金支付酒精饮料,以最大限度地发展社会网络,同时最大限度地降低过度饮酒的风险。用现金支付的消费者(与信用卡相比)更倾向于购买黑啤,但购买IPAs的可能性略低,这一结果值得进一步调查。
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来源期刊
Journal of Sensory Studies
Journal of Sensory Studies 工程技术-食品科技
CiteScore
3.80
自引率
20.00%
发文量
71
审稿时长
18-36 weeks
期刊介绍: The Journal of Sensory Studies publishes original research and review articles, as well as expository and tutorial papers focusing on observational and experimental studies that lead to development and application of sensory and consumer (including behavior) methods to products such as food and beverage, medical, agricultural, biological, pharmaceutical, cosmetics, or other materials; information such as marketing and consumer information; or improvement of services based on sensory methods. All papers should show some advancement of sensory science in terms of methods. The journal does NOT publish papers that focus primarily on the application of standard sensory techniques to experimental variations in products unless the authors can show a unique application of sensory in an unusual way or in a new product category where sensory methods usually have not been applied.
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