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

Exhibit 5.5: Human trait scores of $ 20 and $100 notes
and $100 in Debit Card
Cash Card $100
$20 Note $100 Note
Comfortable 15 7 Comfortable 15
Confident
10 Confident 8
Dependable 14 4 Dependable 11
Expensive
11 Expensive 3
Fashion
6 Fashion 5
Fun seeking 2 4 Fun seeking 3
Happy 6 9 Happy 4
Pleasure 7 10 Pleasure 3
Problem solver 8 6 Problem solver 6
Relaxed 8 7 Relaxed 8
Value 1 9 Value 8
Wealthy
11 Quiet 4
Power 2 6 Restrained 7
Status
7 Stylish 5
Quality
4 Active 4
Attractive 3 16 Attractive 3
Carefree/not serious 9
4
Casual/easygoing 12
12
Independent
5
Lazy
3
Messy
3
Multitasking 2
4
Honest 10
3
Alternative 1
7
Hardworking 7
Traditional 5
Responsible 5
The three projective tasks allowed individual perceptions of the payment modes to be
captured. As evident in Exhibit 5.6 there are interesting differences between the $20 and the
$100 and the $20 note has some similarities with a debit card that allows access to a sum of
$100. Both in comparison to the $100 note are considered common, easy-going, dependable
and not as attractive as the $100 note. The $20 is however more honest and hardworking
than the debit card. Many of the ideas expressed by the participants individually met with
general support in the discussion sessions that followed.
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