SSE/EFI Working Paper Series in Business Administration
Economize or 'shop til you drop': Consumer Choice as a Function of Attitude to Saving
Abstract: The present study was prompted by the paucity in the
literature on the relation between consumer behavior and the psychology of
saving. Consumer choice mode was used in analogy to delay-of-gratification
to examine how attitude to saving would relate to a behavioral measure.
Data from 145 university students was obtained, consisting of a measurement
of items for affective and utilitarian choice modes and saving attitudes.
The ability to delay gratification was revealed to be a powerful predictor
of choice mode. Results thus provided support for the argument that
consumption style basically reflects the preference for an affective or a
rational locus of behavioral control. The study suggested that variables
related to behavioral self-regulation are relevant for understanding the
perception of saving. It additionally provides an impetus to continue
exploring the relationship between behavioral measures of consumption and
cognitive beliefs associated with saving.
Keywords: consumer choice; saving attitudes; delay-of-gratification; (follow links to similar papers)
12 pages, November 7, 2001
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