Cash or Card: Consumer Perceptions of Payment Modes - Scholarly ...

as participants managed to link the shoe types to the cash and card (see Exhibit 4.1 for the list
of shoe types presented to the group). However participants had difficulty linking the animal
types to the bank notes and card and the subsequent group discussion showed that this was
linked to cultural factors. Participants thought that in addition to the shoe test a list of
personality traits would also be helpful. They also suggested that, in addition to being
allowed to handle the test items, images should be incorporated into the work book.
Participants also pointed out that the $50 note was not common and that people normally had
$10, $20 or $100 notes in their wallets and that it difficult for them to get any clear
associations as the three notes were ‘too much’ for them to manage. Also, it was necessary to
manage the time factor and so the group thought that removing the $50 was an optimal
solution.
Third Pilot Group Session: A list of personality traits adapted from
http://www.gurusoftware.com/GuruNet/Personal/Factors.htm as the list presented in this Web
site is quite comprehensive and comprises one or two word trait examples. Personality tests
such as the Big five were not used as they present personally stated items- such as “I have a
good heart” and linking such items without rewording ,to a $20 could prove complex.
The only changes resulting from this session was the rewording of the scenarios - for
example in the fit scenario, changing the gift giver from ‘Mother’ to a special person
(parent, sibling or best friend ) and the monetary value of the gift from $100 to $50. The
majority of the group thought that the $50 would be more realistic across a range of family
types. This however was a difficult choice as the work of Webley. Lea and Portalska (1983)
and Burgoyne and Routh (1991) note that gifts of money from siblings (unless from the older
to the younger) is not acceptable nor is the gift of money across peers. The participants
pointed out that they frequently gave their friends a shopping voucher – which the regarded
as similar. The wording was changed and participants in the pilot and the formal studies did
not seem to have an issue with the description. The participants thought the personality list
helpful and were quite conversant with shoes types perhaps influenced by and reflecting the
role of shoes in society (see Belk, 2003). This session also helped to refine the task order
completion and the timing and form of the support material. This was considered important
to avoid priming so part of the session management was to ensure that the work book was not
presented as whole.
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