Tag Archives: Journal of Consumer Research

How We Roll

A study by the University of Maryland’s Robert H. Smith School of Business found that the “denomination effect” is indeed real. It turns out that carrying larger bills mitigates overpaying. So be sure you ask for a hundee instead of five $20’s.

This research will be published in an upcoming issue of the Journal of Consumer Research. This follows prior research finding that consumers spend more when using credit cards instead of cash.

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