The Influence of Budgets on Consumer Spending

Budgeting is a common and consequential consumer behavior. However, little is known about the extent to which budgets do (or do not) influence spending in the wild. We address this gap in the literature using app data and find that budgets are both wildly optimistic and highly influential.


Chuck Howard and Marcel Lukas (2020) ,"The Influence of Budgets on Consumer Spending", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 925-929.


Chuck Howard, Texas A&M University, USA
Marcel Lukas, University of St Andrews


NA - Advances in Consumer Research Volume 48 | 2020

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