“Repayment-by-Purchase” Increases Consumer Debt Repayment

• Published in: Journal of marketing research 2024-06, Vol.61 (3), p.411-429
• Main Authors: Donnelly, Grant E., Lamberton, Cait, Bush, Stephen, Chance, Zoë, Norton, Michael I.
• Format: Article
• Language: English
• Subjects: Consumer credit; Costs; Installment payments; Personal finance
• ISSN: 0022-2437; 1547-7193
• DOI: 10.1177/00222437231182372

This article tests the effect of a novel credit card payment format—repayment-by-purchase—on consumers’ payments toward credit card debt. In contrast to typical balance repayment, where consumers make repayments relative to a total amount owed, repayment-by-purchase prompts consumers to select items (e.g., a Starbucks coffee) or categories of purchase (e.g., restaurant and café purchases) and to make payments toward their related debt. A field experiment first suggests that customers who opted into repayment-by-purchase paid 12.18% more toward their statement balance than a control group. Subsequently, five lab experiments show that consumers repaying-by-purchase increase repayment by an average of 22.47% over typical balance repayment. Process evidence suggests that these differences may be driven by repayment-by-purchase's power to increase purchase salience, which in turns increases perceptions of progress toward reducing debt. Consistent with this theory, the effect of repayment-by-purchase on bill repayment emerges regardless of whether consumers repay durable versus nondurable goods, and for specific items or categories of purchases, as long as the bill uses labels that are concrete enough to raise past purchase salience.