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Cash creates greater emotional attachment

Categories : Cash is trust
June 29, 2016
Published in : Immediate transfer of value, Trust, US, Usage
Using cash versus cards when shopping triggers greater emotional involvement with the purchased good or product.
Communication Team

A number of studies have found that consumers continue to have a strong emotional connection to cash due to its tangibility. For example, research conducted by David Gal at Northwestern University, found that men salivate when they see a pile of cash, a generally natural physiological reaction to an object of desire. 

Also, Gretchen Rubin, author of The Happiness Project asked her LinkedIn and Twitter followers how they felt when using cash or a credit card. The responses demonstrated a particular emotional attachment to cash, defining it as “organic”, “tangible” and offering a greater sense of “responsibility”. 

And finally, after carrying-out a study on the behaviour of shoppers using paper versus plastic, Duke University researchers concluded that “using cash seems to increase the psychological ‘pain’ or sacrifice of the act and creates more affinity with the product or brand”.

These findings could influence brands and retailers to encourage consumers to choose paper money for their purchases for increased brand loyalty.

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