When Are Frugal Consumers Not Frugal? It Depends on Who They Are With

Seung Hwan Lee, Colorado State University, USA
Despite previous research showing that frugal consumers are generally resistant to social influences, findings from four studies reveal that when frugal individuals consume with high-spending networks, they spend more than those that consume with low-spending networks. In addition, these effects occur only in strong-tie networks and for publicly consumed products.
[ to cite ]:
Seung Hwan Lee (2012) ,"When Are Frugal Consumers Not Frugal? It Depends on Who They Are With", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 584-584.