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Research: Tightwads and Spendthrifts « Research « Industry Resources « Downloads
|Date posted||November 30, -0001|
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.