“…Pain of payment is a negative psychological affect evoked when consumers lose their financial resources (Prelec & Loewenstein, 1998; Zellermayer, 1996). In the previous decades, several studies have explored the effect of pain of payment on various consumer decisions, such as financial decision making (e.g., Besharat & Nardini, 2018; Prelec & Loewenstein, 1998), risk‐taking (Chun & Johnson, 2021), consumption (e.g., Bagchi & Block, 2011; Sheehan & Van Ittersum, 2018; Thomas et al, 2011), and post‐purchase outcomes (e.g., Kamleitner & Erki, 2013; Shah et al, 2016).…”