When Are Frugal Consumers Not Frugal? It Depends on Who They Are With
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.
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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 584-584.
Seung Hwan Lee, Colorado State University, USA
NA - Advances in Consumer Research Volume 40 | 2012
Cohesion or Coercion? Why Coordinated Behavior Backfires in Marketing Contexts
Noah VanBergen, University of Cincinnati, USA
Thanks for Nothing: Expressing Gratitude Invites Exploitation by Competitors
Kelly Kiyeon Lee, Georgetown University, USA
Jeremy A. Yip, Georgetown University, USA
Cindy Chan, University of Toronto, Canada
Alison Wood Brooks, Harvard Business School, USA
The Influence of Goal Specificity on Planning Effectiveness: A Meta-Analysis
Ekaterina Napolova, University of Technology Sydney
Francois Carrillat, University of Technology Sydney
Leona Tam, University of Technology Sydney