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

thought the shoe (that was linked to the payment mode) would have – these are shown in
Exhibit 5.4. Once this task was complete, participants were then given a list of human traits
(see Workbook –Appendix 2 Pg.13-14) and asked which they associated with each of the
payment modes. The results are shown in Exhibit 5.5.
Exhibit 5.4: Shoes and Human Attributes Associated with Shoes
Type of Shoe Debit Card Note $100 Note $20
Work/Formal $100 9 13 3
Casual 19 2 21
Fashion 10 16 0
Athletic 4 3 10
UniSex
Attributes
9 7 13
Male 1 1 0
Female 18 9 4
Common 12 13
Cheap 0 7
Comfortable 2 4
Dependable/Durable 1 5
Exotic/sexy 2
Expensive 3 6
Status 4 5
Fashion 3 3
Carefree,(1) Essential, (1) Basic (1) 3
For this test, shoes such as high heels, Balmorals and kitten heals are clustered into the
work/formal category, slingbacks with fashion shoes and pumps, slip-ons, mules, espadrilles
as casual wear. Both the $100 note and the $100 debit card are strongly associated with work
and/or formal shoes and with fashion. The main variation across the two is the association
with casual shoes. Here the $100 note dominates. That the attribute female is most commonly
attributed is probably a function of the sample. Most similarity is noted with both the $20
and the $100 in the debit card. Both are seen ‘common’ by around two –thirds of the
participants. Understandable as $20 and the debit card are normal objects in a wallet. That
the $20 is described as cheap is probably a reflection of its purchasing power.
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