Johnson's Manoj Thomas says buy food with cash...and eat better!
11/11/2010 4:00:00 PM
The press loves new Thomas research that suggests that paying with plastic can lead to paying for JUNK
Co-authored research by Manoj Thomas, assistant professor of Marketing at Johnson that appeared in last month’s Journal of Consumer Research, has recently made the major media rounds. Publications including TIME
, Business Week
, the Wall Street Journal
and New York Times
, have all shared the finding that paying cash for food leads one to better food choices.
Plastic, it appears, has a way of leading shoppers astray to less than healthy options because, as Thomas' research suggests, there is a reduced emotional attachment to a credit or debit card as currency.
“Certain modes of payment weaken consumers’ abilities to control their impulses,” said Thomas. Parting with cash hurts and giving up currency — what Thomas calls a 'painful' mode of payment — tugs at our heart strings and our guts and apparently, makes us think.
So, pay cash and slim down? Perhaps!