Mental Accounting and Gift Card Spending

Chelsea Helion, Cornell University, USA
Tom Gilovich, Cornell University, USA
Across four studies, we examined the link between gift cards and hedonic purchasing behavior. In our research, we show that spending money in the form of a gift card reduces guilt associated with hedonic spending, increases both reported and actual indulgent purchasing, and can increase giving behavior towards others.
[ to cite ]:
Chelsea Helion and Tom Gilovich (2014) ,"Mental Accounting and Gift Card Spending", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 22-26.