Aligning Benefits with Payments in a Consumer Financing Context - A Test of the Alignment Hypothesis

Aligning Benefits with Payments in a Consumer Financing Context

  This article extends the literature on consumer financing decisions by drawing on mental accounting and prospect theory. Specifically, the authors test the alignment hypothesis, which states that consumers prefer financing schemes that not only match the length of benefits with payments but also employ corresponding patterns. Through four studies, the authors find general support for the alignment hypothesis.

〈Abstract〉<BR>ALIGNMENT LENGTH HYPOTHESIS<BR>ALIGNMENT PATTERN HYPOTHESIS<BR>REFERENCES<BR>

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