Money Can Inspire Effort More Easily than Insight
Cash is only an effective incentive for certain types of tasks.
Money Can Inspire Effort More Easily than InsightHow shoppers use gift cards
Recipients of store-specific gift cards opt for retailers’ most-typical products
At times of the year when gift cards are in greater use, retailers may want to focus on selling higher-margin products that are typical of their brand.
Nicholas Reinholtz, Daniel Bartels, and Jeffrey R. Parker, “On the Mental Accounting of Restricted-Use Funds: How Gift Cards Change What People Purchase,” Journal of Consumer Research, December 2015. Chart reprinted with permission from Oxford University Press. Copyright 2015.
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