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The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library. 

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Research: Tightwads and Spendthrifts « Research « Industry Resources « Downloads

AttributeValue
Version2007
Date postedNovember 30, -0001
Downloaded34 times
CategoriesResearch

Description

Consumers behavior differently than they would like to behave. We propose that an anticipatory pain of paying drives tightwads to spend less than they would like to spend. Spendthrifts, on the other hand, experience too little pain of pain and they spend more than they would like.

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