They're not using peanut butter and a bell to change our behavior as consumers, but the latest Visa commercials sure have behavior modification in mind.
The messaging in the most recent Visa commercials is about as subtle as being hit over the head with a baseball bat; use your check card or you slow down progress. The message: Woe is you if you try to use a check in a retail establishment! We've got a combination of fear and good old guilt at work here telling consumers that all things productive halt when you whip out your check-book.
Is this good for consumers?
Probably, in a world of convenience and efficiency management, there's some merit to moving to the card system. I'm just not sure who wins more; consumers getting zippy service at check-out or Visa, who's earning fees with every zip of that card. Zip-zip, what would Pavlov do?
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