First, restaurant patrons gave larger tips when paying with a credit card instead of cash. In a second study, college students were willing to spend an average of 29 percent more money for mail-order catalog items when they examined the items in a room that contained some MasterCard logos; moreover, they had no awareness that the credit card insignias were part of the experiment. A final study showed that when asked to contribute to charity (the United Way), college students were markedly more likely to give money if the room they were in contained MasterCard insignias than if it did not (87
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