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Credit Cards as Spending Facilitating Stimuli: A Conditioning Interpretation

Richard A. Feinberg
Journal of Consumer Research
Vol. 13, No. 3 (Dec., 1986), pp. 348-356
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2489426
Page Count: 9
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Credit Cards as Spending Facilitating Stimuli: A Conditioning Interpretation
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Abstract

Four experiments and one study were conducted to test the hypothesis that stimuli associated with spending can elicit spending responses. In all experiments, credit card stimuli were either present or absent in situations in which subjects were given an opportunity to spend. Credit card stimuli directed spending such that the probability, speed, or magnitude of spending was enhanced in the presence of credit card cues. A conditioning explanation was used to interpret the results.

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