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Tightwads and Spendthrifts

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  • Scott I. Rick
  • Cynthia E. Cryder
  • George Loewenstein

Abstract

Consumers often behave differently than they would ideally like to behave. We propose that an anticipatory pain of paying drives "tightwads" to spend less than they would ideally like to spend. "Spendthrifts," by contrast, experience too little pain of paying and typically spend more than they would ideally like to spend. This article introduces and validates the "spendthrift-tightwad" scale, a measure of individual differences in the pain of paying. Spending differences between tightwads and spendthrifts are greatest in situations that amplify the pain of paying and smallest in situations that diminish the pain of paying. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Scott I. Rick & Cynthia E. Cryder & George Loewenstein, 2008. "Tightwads and Spendthrifts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 767-782, October.
    • Handle: RePEc:oup:jconrs:v:34:y:2008:i:6:p:767-782
    DOI: 10.1086/523285
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