{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,1]],"date-time":"2026-07-01T19:36:22Z","timestamp":1782934582369,"version":"3.54.5"},"reference-count":74,"publisher":"Public Library of Science (PLoS)","issue":"7","license":[{"start":{"date-parts":[[2026,7,1]],"date-time":"2026-07-01T00:00:00Z","timestamp":1782864000000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/100013070","name":"Amherst College","doi-asserted-by":"publisher","id":[{"id":"10.13039\/100013070","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["www.plosone.org"],"crossmark-restriction":false},"short-container-title":["PLoS One"],"abstract":"<jats:p>\n                    How do the social features of payment forms shape willingness to pay (WTP)? We conduct a purchasing experiment during Covid-19 in which 261 U.S. undergraduates are randomly assigned a payment form in which to complete a real transaction \u2013 either via debit card, credit card, or via one of the payment visibility settings within\n                    <jats:italic>Venmo<\/jats:italic>\n                    . We then elicit both stated preferences and WTP for ten household items. We find that the previously documented digital payment premium only persists when transactions are either private or are visible to the public at-large. When transactions are visible only to participants\u2019 friends, however, we find a large\n                    <jats:italic>decrease<\/jats:italic>\n                    in their WTP consistent with impression management when peers are frugal. We find that viewing others\u2019 transactions increases the magnitude of this effect. Payment visibility matters for WTP, but causes no differences in stated preference. These findings highlight the importance of considering social features of payment forms in addition to more well-documented features such as convenience, transparency and pain of payment.\n                  <\/jats:p>","DOI":"10.1371\/journal.pone.0340550","type":"journal-article","created":{"date-parts":[[2026,7,1]],"date-time":"2026-07-01T17:45:39Z","timestamp":1782927939000},"page":"e0340550","update-policy":"https:\/\/doi.org\/10.1371\/journal.pone.corrections_policy","source":"Crossref","is-referenced-by-count":0,"title":["Paying in public: Peer effects, impression management, and willingness to pay on digital payment platforms"],"prefix":"10.1371","volume":"21","author":[{"given":"Emily A.","family":"Kiernan","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2805-6407","authenticated-orcid":true,"given":"Jakina Debnam","family":"Guzman","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"340","published-online":{"date-parts":[[2026,7,1]]},"reference":[{"issue":"6","key":"pone.0340550.ref001","doi-asserted-by":"crossref","first-page":"1129","DOI":"10.1086\/661730","article-title":"Do payment mechanisms change the way consumers perceive products?","volume":"38","author":"P Chatterjee","year":"2012","journal-title":"J Consum Res"},{"issue":"5","key":"pone.0340550.ref002","doi-asserted-by":"crossref","first-page":"688","DOI":"10.1093\/jcr\/ucv056","article-title":"\u2018Paper or Plastic?\u2019: how we pay influences post-transaction connection","volume":"42","author":"AM Shah","year":"2016","journal-title":"J Consumer Res"},{"issue":"7","key":"pone.0340550.ref003","doi-asserted-by":"crossref","first-page":"2417","DOI":"10.1016\/j.jbusres.2016.01.011","article-title":"How mobile payment influences the overall store price image","volume":"69","author":"T Falk","year":"2016","journal-title":"J Business Res"},{"issue":"3","key":"pone.0340550.ref004","doi-asserted-by":"crossref","first-page":"348","DOI":"10.1086\/209074","article-title":"Credit cards as spending facilitating stimuli: a conditioning interpretation","volume":"13","author":"RA Feinberg","year":"1986","journal-title":"J Consum Res"},{"issue":"1","key":"pone.0340550.ref005","doi-asserted-by":"crossref","first-page":"58","DOI":"10.1086\/208748","article-title":"Differences in consumer purchase behavior by credit card payment system","volume":"6","author":"EC Hirschman","year":"1979","journal-title":"J Consum Res"},{"issue":"1","key":"pone.0340550.ref006","doi-asserted-by":"crossref","first-page":"5","DOI":"10.1023\/A:1008196717017","article-title":"Always leave home without it: a further investigation of the credit-card effect on willingness to pay","volume":"12","author":"D Prelec","year":"2001","journal-title":"Marketing Lett"},{"issue":"4","key":"pone.0340550.ref007","doi-asserted-by":"crossref","first-page":"460","DOI":"10.1086\/319621","article-title":"Effects of payment mechanism on spending behavior: the role of rehearsal and immediacy of payments","volume":"27","author":"D Soman","year":"2001","journal-title":"J Consum Res"},{"key":"pone.0340550.ref008","doi-asserted-by":"crossref","first-page":"101910","DOI":"10.1016\/j.jretconser.2019.101910","article-title":"The effect of credit card versus mobile payment on convenience and consumers\u2019 willingness to pay","volume":"52","author":"J Boden","year":"2020","journal-title":"J Retai Consumer Ser"},{"issue":"1","key":"pone.0340550.ref009","doi-asserted-by":"crossref","first-page":"61","DOI":"10.1007\/s11002-017-9445-2","article-title":"What else can your payment card do? 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