Buying and selling products and services is a common occurrence in people's life. Consumption and payment are both part of the purchasing process. The joy of receiving a product or service is frequently overshadowed by the agony of parting with cash. When a customer pays for a product or service, he or she experiences emotions associated to the purchase, according to the concept of "pain of paying." The goal of this research is to give a comprehensive literature review on pain of payment and to generate a conceptual model from the current literature in order to gain a better understanding of the construct. In different situations, the model detects different levels of suffering associated with paying. The goal of this review is to stimulate greater research into the concept of pain of paying in order to have a better understanding of the concept and the influence of experiencing this emotion on various consumer behaviours and decisions.
Author(S) Details
Nimmy Lovely George
Department of Business Administration, Rajagiri College of Social Sciences, India.
M. Rakesh Krishnan
School of Management, Cochin University of Science and Technology, Cochin, India.
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