Lifestyle of the tight and frugal: Theory and measurement

John L. Lastovicka, Lance A. Bettencourt, Renee Hughner, Ronald J. Kuntze

Research output: Contribution to journalArticlepeer-review

337 Scopus citations


Who has not known a tightwad? Yet this pervasive consumer trait -being frugal - has beer ignored in the scholarly consumer behavior literature. This research articulates the nature of this overlooked consumer trait and then develops, evaluates, and empirically applies a multi-item scale of frugality. The results from a six-study program of empirical research are reported. These studies describe (1) the psychometric properties of a frugality measure, (2) demonstrations of how frugality assists the empirical study of consumer usage and acquisition behaviors, and (3) frugality scale norms from a probability sample of the general adult population.

Original languageEnglish (US)
Pages (from-to)85-98
Number of pages14
JournalJournal of Consumer Research
Issue number1
StatePublished - Jun 1999

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing


Dive into the research topics of 'Lifestyle of the tight and frugal: Theory and measurement'. Together they form a unique fingerprint.

Cite this