Payment Rehearsal and Immediacy

What it is

In two experiments, Dilip Soman found that past payments reduced purchase intention most when the buyer had to write down the amount paid (rehearsal) and when the money left the account immediately and not later (immediacy).

In effect

The article on buy now, pay later uses it as the framework for why a scheduled, partial payment may weigh less on the next purchase; the application to instalment plans is an interpretation.

What it does not say

The experiments compared ways of paying in controlled settings. They do not rank payment methods for any person.

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