Work

Credit Dom(me)s, BNPL switches and debt subs: Experiences of pain and pleasure

Year: 2025

Type: article

Abstract: • Uses a BDSM framework to recast BNPL practices as safe, sane and consensual. • Removes the potential stigmatization of BNPL users as inherently vulnerable. • Identifies play, scene and actor as core dimensions of BNPL ecosystems. • Introduces BNPL user archetypes and their perspectives on pain and power. • Highlights differentiated power exchange pathways between pain and pleasure. This mobile ethnographic research explores pain and power exchange within buy-now-pay-later (BNPL), an unregulated financial service enabling consumers to defer payments, often interest-free. However, consumer pain in BNPL payment plans is poorly understood. This research reconfigures fragmented BNPL user experiences and identities through mosaicking, introducing three novel BNPL user archetypes that articulate the framing of pain. Language games combine work on BNPL and BDSM (bondage, discipline, domination, submission, sadism, masochism) communities to promote multi-paradigmatic understandings. The Credit Dom(me) trades in transformed pain, is pain-averse, and seeks pleasure. The BNPL Switch views pain as an investment and is receptive to pain to gain an advantage. The Debt Sub sees pain as sacrifice, is prone to suffering, and willingly bears the BNPL provider’s additional liabilities. While power imbalance is always present, the archetypes follow BDSM precepts of being ‘safe, sane, and consensual’.

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2025.115380

Authors: Ruffin Relja, Philippa Ward, Richard Cook, Anita Lifen Zhao

Institutions: University of Gloucestershire, Swansea University

Language: English

Topic: FinTech, Crowdfunding, Digital Finance

Subfield: Management Information Systems

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $4,440

Funder: Swansea University