Perceived Financial Constraints and Purchase Happiness

Although financial constraints can increase compensatory consumption, it is unclear whether they affect purchase happiness. We find that perceived financial constraints decrease purchase happiness, partly because they cause consumers to spontaneously consider opportunity costs. This effect is attenuated for planned (vs. unplanned) purchases and results in more negative consumer reviews.


Rodrigo Dias, Eesha Sharma, and Gavan Fitzsimons (2021) ,"Perceived Financial Constraints and Purchase Happiness", 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: 484-484.


Rodrigo Dias, Duke University
Eesha Sharma, San Diego State University
Gavan Fitzsimons, Duke University


NA - Advances in Consumer Research Volume 49 | 2021

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