Why digital payments make splitting easier (and riskier)
Drazen Prelec and George Loewenstein at MIT and Carnegie Mellon described the pain of paying in their landmark research published in Marketing Science (1998). The core finding: the more transparent a payment, the more it “hurts.” Cash hurts the most. Credit cards hurt less because the payment is decoupled from consumption. Digital wallets like PayPal push this decoupling even further.
”The anticipated pain of payment can serve as a useful self-regulatory mechanism, preventing overconsumption. But it can also be a source of anxiety and avoidance.”
Drazen Prelec & George Loewenstein, “The Red and the Black,” Marketing Science (1998)
A 2024 study by Cameran and Zanderighi in the Journal of Economic Behavior and Organization confirmed and extended Prelec’s framework to modern payment forms. Their title says it directly: “Paying in a Blink of an Eye: It Hurts Less, but You Spend More.” The researchers found that faster, more seamless payment methods reduce the pain of paying but simultaneously reduce spending vigilance.
For bill splitting, this creates a paradox. The same frictionlessness that makes PayPal great for settling up also makes it easier for the Unscrupulous Diner’s Dilemma to take hold: when payment feels painless, people order more aggressively, knowing the cost is diffused across a digital transaction.
Priya Raghubir and Joydeep Srivastava at NYU demonstrated in Journal of Experimental Psychology: Applied (2008) that consumers spend more when the payment form is less transparent. In their experiments, subjects given gift certificates spent more than those given equivalent cash. The mechanism is the same one operating when you “just PayPal” someone—the money feels less real than counting out bills at the table.
Sources: Prelec & Loewenstein, “The Red and the Black,” Marketing Science (1998); Cameran & Zanderighi, “Paying in a Blink of an Eye,” Journal of Economic Behavior and Organization (2024); Raghubir & Srivastava, “Monopoly Money,” Journal of Experimental Psychology: Applied (2008).