Within the marketing literature a great deal of research effort has been invested in attempting to understand consumer purchasing behavior. While extensive knowledge has been accumulated, one potentially important path of research has remained virtually unexplored. This concerns the systems of payment consumers use to conduct economic exchanges. Consumer attitudes toward, choices among, and use of alternative payment systems would appear to present some unique and important challenges for research. Much prior research on consumer payment systems has consisted of descriptive profiles of credit card users (e.g., Etzel 1968, 1974; Matthews and Slocum 1969, 1972; Plummer 1971; Mandell 1972; Awh and Waters 1974; Wiley and Richard 1974; Russell 1975; Hawes, Talarzyk, and Blackwell 1976; Adcock, Hirschman, and Goldstucker 1977; Hirschman and Goldstucker 1978). Despite the great research attention given to credit cards, a review of published literature revealed no empirical or theoretical studies centered on other major payment systems such as cash, checking accounts, or travel and entertainment (T&E) cards. Two assumptions appear
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