: A summary of large-scale research involving 275,000 consumers, originally published in the Journal of Marketing .
: Published in the Journal of Retailing (2024), it uses transaction data to quantify how spending changes after adopting monthly payment options. buy clothes online pay monthly
: By dividing a total cost into smaller monthly installments, consumers perceive the price as more "trivial" or manageable, which reduces cognitive resistance to spending. : A summary of large-scale research involving 275,000