Profiles of Consumer Saving: Societal Conditions and Individual Aspirations

Ron Hill, Villanova University, USA
Kelly Martin, Colorado State University, USA
We draw from goal contents theory to probe aspirations on saving. Findings show saving profiles are shaped by intrinsic or extrinsic aspirations in the high poverty sample. In the low poverty sample, aspirations are significant for fewer consumers and for consumers influenced, aspirations promoted spending not saving behaviors.
[ to cite ]:
Ron Hill and Kelly Martin (2013) ,"Profiles of Consumer Saving: Societal Conditions and Individual Aspirations", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.