The effects of hyperopia and frugality on spending have not been directly compared. Moreover, previous research on hyperopia has focused on the avoidance of luxury spending, rather than spending on routine consumer goods. We address these gaps in the literature by comparing how hyperopia and...

The present research explores how self-construal interacts with social versus temporal comparison target in shaping consumer perceptions of price unfairness and willingness to pay. Three experiments find that independent consumers perceive stronger price unfairness when paying more than other...