Tightwads and spendthrifts.

Consumers often behave differently than they would ideally like to behave. We propose that an anticipatory pain of paying drives "tightwads" to spend less than they would ideally like to spend. "Spendthrifts," by contrast, experience too little pain of paying and typically spend more than they would ideally like to spend. This article introduces and validates the "spendthrift-tightwad" scale, a measure of individual differences in the pain of paying. Spending differences between tightwads and spendthrifts are greatest in situations that amplify the pain of paying and smallest in situations that diminish the pain of paying. They were so skewed and squint-eyed in their minds, their misering or extravagance mocked all reason. (Dante's Inferno, "Canto VII: The Hoarders and the Wasters") E conomic models of decision making are consequentialist in nature. They assume that decision makers choose between alternative courses of action based on a cognitive evaluation of the desirability (i.e., "utility") and likelihood of their consequences. This does not, however, imply that consequentialist decision makers are devoid of *Scott I. Rick ([email protected]) is a visiting professor of operations and information management at the Wharton School, University of Pennsylvania

Tightwads and spendthrifts.

Consumers often behave differently than they would ideally like to behave. We propose that an anticipatory pain of paying drives "tightwads" to spend less than they would ideally like to spend. "Spendthrifts," by contrast, experience too little pain of paying and typically spend more than they would ideally like to spend. This article introduces and validates the "spendthrift-tightwad" scale, a measure of individual differences in the pain of paying. Spending differences between tightwads and spendthrifts are greatest in situations that amplify the pain of paying and smallest in situations that diminish the pain of paying. They were so skewed and squint-eyed in their minds, their misering or extravagance mocked all reason. (Dante's Inferno, "Canto VII: The Hoarders and the Wasters") E conomic models of decision making are consequentialist in nature. They assume that decision makers choose between alternative courses of action based on a cognitive evaluation of the desirability (i.e., "utility") and likelihood of their consequences. This does not, however, imply that consequentialist decision makers are devoid of *Scott I. Rick ([email protected]) is a visiting professor of operations and information management at the Wharton School, University of Pennsylvania

Influences of category structure on brand positioning and choice

Contains bibliographical references (p. [1-2])

The value and valuation of knowledge components in decision making for choice

Includes bibliographical references (p. 1-3)

Effects of knowledge types on objective and percieved choice performance / 93-126

Contains bibliographical references (p. 26-28)

Constructive processing of representations for choice / 92-156

Includes bibliographical references

Digital Business Concepts and Strategy

xxiii. 433 hal.;23 c