Tightwads and Spendthrifts: A Black Friday Tradition

Tightwads and Spendthrifts: A Black Friday Tradition
Tue, 16 Nov 2010 15:01:00 -0600

Every year about this time, on Black Friday, the day after Thanksgiving that traditionally begins the holiday shopping season, early-morning consumers stand in long lines eager to purchase some sought after prize. From the outside, it looks as if these holiday shoppers can't wait to plunk down their cash, but University of Michigan Marketing Professor Scott Rick says consumers often behave differently than they would ideally like to behave.

"Some consumers chronically spend more ...

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