My face, my choice: Facial payment makes people less happy about others making the same purchase decisions

Liang HUANG; C. Clark CAO; Lei SU; Darren DAHL

My face, my choice: Facial payment makes people less happy about others making the same purchase decisions

Liang HUANG (Presenter)
, C. Clark CAO (Presenter)
, Lei SU (Presenter)
, Darren DAHL (Presenter)

Lingnan University

Research output: Other Conference Contributions › Presentation

Abstract

We show that facial payment, unlike other mainstream payments such as credit cards or mobile payments, makes users less happy seeing others making the same purchases, due to a heightened self-identity focus. This effect is weakened when consumers focus on products’ utilitarian value or can affirm self-identity in other tasks.

Original language	English
Publication status	Published - 27 Sept 2024
Event	Association for Consumer Research Conference 2024 Paris - Marriott Rive Gauche, Paris, France Duration: 25 Sept 2024 → 29 Sept 2024

Conference

Conference	Association for Consumer Research Conference 2024 Paris
Abbreviated title	ACR 2024 Paris
Country/Territory	France
City	Paris
Period	25/09/24 → 29/09/24

Cite this

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AB - We show that facial payment, unlike other mainstream payments such as credit cards or mobile payments, makes users less happy seeing others making the same purchases, due to a heightened self-identity focus. This effect is weakened when consumers focus on products’ utilitarian value or can affirm self-identity in other tasks.

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My face, my choice: Facial payment makes people less happy about others making the same purchase decisions

Abstract

Conference

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