Dimensions of Frugality
This research presents four studies that advances a theoretically and empirically based understanding of the frugality. We argue that frugality consists of two distinct dimensions: spending-related and consumption-related. We elaborate on the contradictory evidence on frugal consumer behavior that previous research has revealed, and present initial results for consequential effects.
Citation:
Rabia Bayer, Zeynep Gurhan Canli, and Ceren Hayran (2021) ,"Dimensions of Frugality", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 95-98.
Authors
Rabia Bayer, Ko
Zeynep Gurhan Canli, Koc University
Ceren Hayran, Ozyegin University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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