Jun 9, 2:00 PM EDT 


How Payment Mode Affects Consumer Behavior

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In this session, a small group of industry practitioners from the financial, retail, consumer goods, and technology sectors and academics working in the area of payment modes will get together to discuss the impact of the new payment modes that have been proliferating over the last two decades. We will discuss non-cash payments using plastic (e.g., debit and credit cards, gift cards), as well as touchless payments such as digital wallets (e.g., Venmo, PayPal), and loyalty points (e.g., miles, retailer credit). The recent pandemic makes the topic of touchless payments particularly relevant and we will discuss whether the trends of the increase in touchless payments is likely to continue and the implications this will have on the likelihood of purchase, amount purchased, shopping basket composition, as well as customer satisfaction. This rapidly evolving topic should have marketers considering:

  • How do you balance the positive effect of non-cash payments on the likelihood and amount of purchase, with their potentially negative effects on brand equity associated with the items purchased?
  • How to set up a loyalty program where you can issue your own “currency,” in such a manner that maximizes customer satisfaction and retention. Should there be price discrimination in the prices offered (in terms of loyalty points) based on customer lifetime value? Should loyalty programs use the traditional segmentation models to tailor-make different offering to different target segments? What are the trade-offs between perceived fairness and leveraging customers’ need to feel special?
  • Which currencies (and payment modes) should you accept? How will accepting touchless and digital payments affect retailer loyalty?


Priya Raghubir

New York University

Priya Raghubir is Professor of Marketing at New York University Stern School of Business. Prior to joining NYU Stern, Professor Raghubir was a professor at the Haas School of Business, University of California at Berkeley. She also taught at the Hong Kong University of Science and Technology.  Professor Raghubir’s teaching interests are in the areas of marketing research, consumer behavior and marketing strategy, and her research interests are in the areas of consumer psychology, including survey methods, psychological aspects of prices and money; risk perceptions; and visual information processing. Additionally, Professor Raghubir has done executive teaching and consulted with Acufocus, Adobe, BioRad, Boston Scientific, Daimler-Chrysler, Google, Mastercard, PayCycle, Jardine Fleming and Citibank in Hong Kong and India.

Attendees should be prepared to discuss the following questions:

  1. What are your reasons for accepting/ not accepting different payment options?
  2. Do you have a loyalty program? Why or why not? And what would be the primary motivations and goals to set up such a loyalty program?
  3. Have you seen a shift away from cash payments over the last decade and how do you predict the mix of payment modes will evolve?

Who Will Be There

Design_Accelerator_Woman Writing_Alison Smith

Marketing Leaders

Research leaders with hands-on experience on the topic ready to learn and share.

Top Brands

As an attendee, you will join an exclusive gathering of top B2B and B2C brands.

Academic Experts

Academic experts doing cutting-edge research ready to collaborate with industry.

Exclusive Speakers

Can’t miss speakers that you haven’t heard at other industry events.

What Makes This Event Different


This virtual event takes a considered approach to use of your time with short, interactive formats.


Presentation topics have been curated by our member companies to ensure that we are focusing on your most important issues and questions.


MSI events are deliberately small, giving you time to hear from all of the speakers and attendees.


No pay-to-play. We pick speakers based on their expertise, ensuring you have the best content and not a sales pitch

*Please note that candid photos will be taken during all in-person and virtual events. We may use your photo on our website, in our newsletter or other digital media. All Q&A sessions throughout the event will be captured. Please note that any questions and related discussion will be included in the recordings of the event.

This event is open to MSI members. Please be sure you are logged in to register.

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