Gift cards entice shoppers to spend more according to UW researcher

I saw this article about the psychology of gift card spending today in my alumni newsletter (shameless plug here, U of W is an excellent university). Do visit “here to read the article.”:http://alumni.uwaterloo.ca/alumni/e-newsletter/2007/february/gift_cards.html

The main point is that people don’t view gift card cash as completely real, so even if they can get cash back, their natural tendency is to want to spend more than is on the card, topping up with their own money as it were. Read more