Qingguo Ma , Yulin Tan1,Yijin He, Lu Cheng, Manlin Wang
Ever wondered why mobile payments make us more inclined to spend? Qingguo Ma’s fascinating article, Why does mobile payment promote purchases? Revisiting the pain of paying, and understanding the implicit pleasure via selective attention, offers a deep dive into this intriguing phenomenon. Let’s unravel the psychology behind our swipe-happy habits!
The Pain of Paying: Traditionally, the act of parting with cash or swiping a card triggers a psychological discomfort known as the “pain of paying.” Ma revisits this concept and explores how mobile payments mitigate this pain. The reduced friction in transactions—no physical cash, no swiping—makes spending feel almost painless.
Implicit Pleasure: On the flip side, mobile payments tap into the implicit pleasure of buying. Ma’s research suggests that the seamlessness of mobile transactions shifts our focus from the cost to the joy of acquiring something new. This selective attention enhances the positive emotions associated with purchasing, subtly encouraging us to buy more.
Marketing Implications: For marketers, understanding these dynamics is gold. Mobile payment systems are not just a convenience; they are powerful tools that can drive consumer behavior. By reducing the pain of paying and amplifying the pleasure of purchase, businesses can boost sales and enhance customer satisfaction.
Selective Attention: Ma delves into the cognitive processes at play, highlighting how mobile payments alter our selective attention. Instead of focusing on the financial outflow, our attention is drawn to the product or service, making the transaction feel more rewarding.
Qingguo Ma’s article provides valuable insights for marketers looking to leverage mobile payment systems to their advantage. By understanding the psychological shifts these payment methods induce, businesses can craft strategies that not only make transactions smoother but also more enjoyable for consumers.
https://onlinelibrary.wiley.com/doi/pdf/10.1002/pchj.765
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