Jordan Baker Anderson University
Faculty Sponsor(s): Michael Bruce Anderson UniversityThis research report was conducted to determine if individuals generally feel a stronger post-purchase cognitive connection to items they purchase with cash opposed to the connection to the items they purchase with a credit or debit card. To conduct the research, surveys were distributed to many individuals via email and Facebook. The objective of the research was to gain a better understanding of post-purchase cognitive connections to cash or card purchases. The survey was based off what was thought to be most important to evaluate in the reflection of the research of the Paper or Plastic (2016) study. One-hundred and ninety individuals responded to the survey. The results were analyzed and compared to the hypotheses for each question posed. From data collected from the survey, the conclusion was drawn that the majority of respondents developed a more intense emotional connection to products that they purchased with cash as opposed to card. However, there were a few outliers that showed the type of payment used to purchase items/services had no impact on the post-purchase cognitive feelings. The recommendation is that brands evaluate the post-purchase feelings from consumers towards their products in order to establish the best way to fully satisfy consumers and increase brand loyalty. In doing so, customer-brand engagement will increase and will ensure more customer satisfaction after making a purchase. Managers should be cautious to make a conclusion based on our gathered data since there could be outliers within the data that completely change the overall average data.
Business & Economics
When & Where
Irwin Library 3rd Floor