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.


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.


Rabia Bayer, Ko
Zeynep Gurhan Canli, Koc University
Ceren Hayran, Ozyegin University


NA - Advances in Consumer Research Volume 49 | 2021

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