![]() Of course, in some contexts, feelings of success and status can encourage a desire for luxury goods ( Mandel et al., 2006), but even in these situations, people would likely happily accept a discount if offered. Historically, frugality has been operationalised in diverse ways, but it generally encompasses a broad motivation toward consuming and spending less, and people’s default position is usually to spend as little as possible when shopping ( Dahl et al., 2003). Frugalityĭespite being widespread across cultures, frugal dispositions are relatively understudied in psychological and consumer research. This article empirically explores the discrepancies people hold in terms of motives to spend more or less, depending upon their desires for frugality and ethics, and how these discrepancies differ for themselves and others. ![]() In addition, they then wonder how other people juggle these views when shopping. Suddenly, the context has shifted their mindset from a focus on frugality (I should save money) to a focus on the fairness of manufacture (I should spend in line with my ethical standards), leading them to consider how they should balance frugality and ethics. One of their friends admires the purchase, but another asks them if the low price might clash with their own personal attitude toward workers’ rights. Later that day, they show off their new jeans to their friends. Their first instinct might be to be sensible and not spend too much money. Imagine somebody is out shopping for a new pair of jeans. We discuss the countervailing roles of frugality and ethical consumption in understanding hypocrisy and ethical decision-making. Experiments 2 and 3 show that a moderate price anchor for ethical consumption is sufficient to shift expected standards for other people, but a higher price anchor is required to shift expected standards in personal behaviour. This default position can be inverted by making the ethical context of consumption salient, whereby the expectation is then that people (particularly other people) should spend more on consumer items than they actually do. Across three experiments, we find a default expectation that people (particularly people other than ourselves) should spend less on consumer items than they actually do. In three experiments, we integrate research methods using anchoring and hypocrisy within the context of ethical consumption. But little is known about how these different types of hypocrisy interact, particularly in relation to attitudes toward ethical consumption. People also generally tend to demand more of others than they do of themselves. When making consumption choices, people often fail to meet their own standards of both ethics and frugality. 3School of Psychology, University of Bath, Bath, United Kingdom.2School of Psychology, Cardiff University, Cardiff, United Kingdom. ![]() 1School of Psychology and Clinical Language Sciences, University of Reading, Reading, United Kingdom.Colin Foad 1*, Geoff Haddock 2 and Gregory Maio 3 ![]()
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