How you pay – credit card vs. cash – actually affects how you think about the products you are buying, according to new research published in the Journal of Consumer Research.
That, in turn, means that marketers need to review how they are marketing to credit and cash customers.
Spending money is always painful.
NeuroMarketing suggests that Cash customers pay more attention to price while credit card customers pay more attention to benefits.
This means the if you sell to credit card customers your marketing need to make clear what will be the benefits while if you are selling to cash customers compare how cost competitive is your product and show it as a bargain.