Mentally Paid, Psychologically Owned: The Connection Between Payment Option Salience and Purchase Likelihood. Seminar on Tuesday, February 27th, 2024

Deniz Lefkeli - Assistant Professor of Marketing at Luiss Guido Carli University of Rome. The seminar is reserved to Department of Management.

Date: 27 February 2024 from 13:00 to 14:00
Event location: On line (Teams) and live in Aula Seminari 1, via Capo di Lucca 34, Bologna

We explore how the salience of payment options influences purchase decisions. Across six studies, including online and field experiments, we show that the salience of payment options during purchase decision increases consumers’ purchase likelihood. This is because making payment options salient prompts consumers to mentally simulate the payment process, fostering a sense of ownership over the product. The increased psychological ownership consequently heightens consumers’ likelihood of making the purchase. The effect can be attenuated by hindering mental simulation through increasing cognitive load. Further, website designs enhancing payment option salience through the use of logos and prominently visible displays can increase purchases.

The seminar will be held in English.

Major information: Daniela Bolzani (daniela.bolzani@unibo.it)