Aligning Benefits with Payments in a Consumer Financing Context - A Test of the Alignment Hypothesis

• 영문명: Aligning Benefits with Payments in a Consumer Financing Context
• 발행기관: 한국마케팅과학회
• 저자명: Auh Seigyoung Chuan Fong Shih
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』Korean Academy of Marketing Science Fall International Conference, 33~63쪽, 전체 31쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.11.30

영문 초록

  This article extends the literature on consumer financing decisions by drawing on mental accounting and prospect theory. Specifically, the authors test the alignment hypothesis, which states that consumers prefer financing schemes that not only match the length of benefits with payments but also employ corresponding patterns. Through four studies, the authors find general support for the alignment hypothesis.

목차

〈Abstract〉
ALIGNMENT LENGTH HYPOTHESIS
ALIGNMENT PATTERN HYPOTHESIS
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