Pennies-a-day: The effect of temporal reframing on transaction evaluation
Gourville, Journal of Consumer Research 24(4), 1998, 395-408. Laboratory studies across several product categories on pennies-a-day framing: a cost shown as small recurring charges, versus one upfront sum, changes the comparison point recalled (small ongoing expenses versus large infrequent ones) and so evaluation and compliance; supports a two-step recall then judge account.
Gourville, Journal of Consumer Research 24(4), 1998, 395-408. Laboratory studies across several product categories on pennies-a-day framing: a cost shown as small recurring charges, versus one upfront sum, changes the comparison point recalled (small ongoing expenses versus large infrequent ones) and so evaluation and compliance; supports a two-step recall then judge account.
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Gourville, J. T. (1998). Pennies-a-day: The effect of temporal reframing on transaction evaluation. Journal of Consumer Research, 24(4), 395-408. doi:10.1086/209517 https://doi.org/10.1086/209517