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Share the happiness

Alam, Michelle Y. Hippe; Matveyev, Anne Julie
Master thesis
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URI
https://hdl.handle.net/11250/2687964
Date
2020
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  • Master of Science [963]
Abstract
Due to the technological developments over the past year´s payment methods

have advanced significantly. This thesis aims to investigate how different payment

methods affect consumers' behaviour. Today, consumers can choose to pay with

several different payment methods, where many of these payment methods have

been proven to make the consumers increasingly psychologically detached from

the event of spending money (Shah, Eisenkraft, Bettman & Chartrand, 2015). The

society is moving towards a “cashless economy”, and it is therefore of high

relevance to understand how different payment methods influence how much we

value and feel psychologically connected to what we spend our money on (Shah et

al., 2015). In addition to affecting our willingness to share, different forms of

payments also impact our prosocial behaviour (e.g., donation amounts). Being

prosocial is a personal characteristic in which a person wants to do things for

others without expecting something in return (Bradley, Laurence & Ferguson,

2018). Since mobile payments have become an increasingly common way of

paying, our research will contribute to understanding how the use of smart

technology impacts individuals’ prosociality.

In this paper we investigated if prosociality is affected by different payment

methods, and if this connection is strengthened by the mediating effect of pain of

paying and the perceived value of receiving a gift from e.g., a friend or family.

This effect is measured by looking at the amount we are willing to share with

others, in the form of a gift. In order to check for other variables that enhance

prosociality, we looked at several moderators such as observability of the act, the

attitudes towards mobile payments and attitudes towards prosociality. Two studies

were conducted to explore if mobile payments make people more generous when

treating their friends, distinguishing between mobile payments and gift cards or

credit cards. Previous studies have found a clear difference between the use of

cash and credit card, while the distinction between credit card and mobile

payment has not yet been studied as extensively. In conclusion, our studies find no

statistical difference in the levels of prosocial gifting between individuals that use

mobile payments relative to gift card and credit card. In addition, the paper gives

thorough insights about which mechanisms affect our prosociality.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020
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Handelshøyskolen BI

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