Skip to main content

Styles of cashless consumption

Buy Article:

$53.17 plus tax (Refund Policy)

Abstract:

Based on interpretative qualitative research into consumers' use of payment methods, this paper examines the variety of consumer motivations arising from personal and situational factors. It suggests that many consumers would prefer that the future transaction medium is not restricted to plastic cards, and that such consumers may have particular situational and personality factors that affect their behaviour and preferences. Four styles of cashless consumption are suggested: those of 'Product Enthusiasts', 'Finessers', 'Controllers' and 'Money Managers'. Each has its own behaviour pattern, distinguishable by cognitive style and involvement in the use of alternative payment methods. While banks and other financial institutions have already embarked upon the research and investment route to universal plastic cards, understanding the differences among consumers is vitally important for more effective segmentation and targeting and to ensure the development of the most appropriate marketing approaches to consumers.

Keywords: CASHLESS SOCIETY; COGNITIVE STYLE; CONSUMER BEHAVIOUR; INTERPRETATIVE QUALITATIVE RESEARCH; PAYMENT METHODS

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/095939699342462

Publication date: October 1, 1999

More about this publication?
routledg/rirr/1999/00000009/00000004/art00003
dcterms_title,dcterms_description,pub_keyword
6
5
20
40
5

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more