心理的財布の展開

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  • Aspects of the psychology of spending

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When a consumer purchases a commodity, the expenditure may or may not be accompanied by grudging. The purpose of this survey was to evaluate the difference of “the psychology of spending” by using the three scales of: (1) psychological grudging accompanying expenditure, (2) necessity of the commodity, and (3) popularity of the commodity. Two hundred and seventeen housewives were asked to evaluate 50 commodities by the three scales on six levels, Factor analysis of ratings were carried out for each scale. The seven common “psychologies of spending”-so called “psychological moneybags”-among three scales were found. These were (1) daily necessities, (2) a small luxury, (3) culture and education, (4) personal fortune, (5) security, (6) feminine articles, and (7) eating out.

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