Working Papers

Not All Debt Is Created Equal: On the Mental Accounting of Debt Forms

Eesha Sharma, Stephanie Tully, and Cynthia Cryder

Jun 26, 2019

Investigates consumers’ mental representations of credit (vs. loans), using a visualization task, differences in Google search patterns, and consumers’ natural associations with credit cards and loans; demonstrates how these representations influence willingness to incur debt and concerns about debt repayment.

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