Do Payment Mechanisms Change the Way Consumers Perceive Products?

Promothesh Chatterjee is assistant professor of marketing at the KU School of Business, University of Kansas, 1300 Sunnyside Avenue, Lawrence, KS 66045-7585, e-mail: chatterjee@ku.edu . Randall L. Rose is chair and professor of marketing, Moore School of Business, University of South Carolina, 1705 College Street, Columbia, SC 29208, e-mail: roser@moore.sc.edu . The authors contributed equally, and names are listed in alphabetical order. The authors would like to thank Stacy Wood King, Caglar Irmak, Terry Shimp, Tom Kramer, Ashwani Monga, the editor, the associate editor, and three reviewers for their helpful comments and suggestions at various stages of this research. Debbie MacInnis served as editor and Pierre Chandon served as associate editor for this article.