How Payment Mode Affects Consumer Behavior
During this interactive roundtable discussion, industry practitioners from the financial, retail, consumer goods, and technology sectors will join with academics working in the area of payment modes. Together, they will discuss the impact of the new payment modes that have been proliferating over the last two decades.
This exclusive conversation is open to all members of the Marketing Science Institute.
The first segment of the roundtable will begin with a short presentation from Cadambi Janadhan, EVP of Transformation, Risk and Operations – LFI at Mastercard. Attendees will learn about the latest payment trends and how Mastercard partners with businesses and non-profits to streamline payment modes for consumers globally. He will be joined by Priya Raghubir, Dean Abraham L. Gitlow Chair of Business, and Professor of Marketing, New York University, Stern School of Business, where she will introduce some of the latest research findings and highlight the questions attendees will collaborate on resolving.
During the second half, attendees will participate in facilitated breakout groups. MSI members will join with academics to discuss, debate, and amplify the key learnings from the session.
The content discussed in the MSI Roundtable will not be distributed; live participation is encouraged.
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, Dean Abraham L. Gitlow Chair of Business, and 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:
- What are your reasons for accepting/ not accepting different payment options?
- 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?
- 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
Research leaders with hands-on experience on the topic ready to learn and share.
As an attendee, you will join an exclusive gathering of top B2B and B2C brands.
Academic experts doing cutting-edge research ready to collaborate with industry.
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
Registration is closed for this event.