Thrifty targets are perceived as more intelligent, higher in self-control, more likable, emotionally closer to participants, lower in perceived vanity, lower in valuation of wealth in other, cheaper, and lower in short-term mating effort

Thrifty Spending as a (Paradoxically) Costly Signal: Perceptions of Others' Traits and Mating Patterns as a Function Of Their Spending Style. Lynzee J.Murray, Masters Thesis, 2018, http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1525457591695131 

Abstract: According to the bargain hunting hypothesis, thriftiness requires a host of personality characteristics and psychological traits, namely contentiousness, intelligence, and self-control. Another part of the bargain hunting hypothesis attempts to explain why people, especially women, are often excited by the great deals they get and are motivated to tell others about them. According to this hypothesis, signaling thriftiness may signal to others a host of desirable traits, including the aforementioned traits as well as a good moral character, a long-term mating orientation, and a disinclination toward infidelity. In the current study, participants were asked to think of someone they know whose is thrifty or who engages in conspicuous consumption and to evaluate this person on a variety of personality and mating-related dimensions. We predicted that in comparison to conspicuous-consumption targets, thrifty targets would be perceived as more intelligent (including creativity and problem solving), conscientious, higher in self-control, more likeable, emotionally closer with participants, more agreeable, higher in moral character/virtue, lower in their degree of perceived vanity and in their valuation of wealth in others, and cheaper. We also predicted that thrifty targets would be perceived/rated as lower in short-term mating effort and infidelity probability, and higher in parenting effort and desirability as a long-term mate. The finding of our study supported the predictions that thrifty targets would be perceived as more intelligent, higher in self-control, more likable, emotionally closer to participants, lower in perceived vanity, lower in valuation of wealth in other, cheaper, and lower in short-term mating effort. Our findings also provided partial support for our predictions that thrifty targets would be perceived as more agreeable, higher in moral character, lower in infidelity probability, and higher in parenting effort and desirability as a long-term mate.

Subjects/Keywords: Psychology; Spending; Evolutionary Psychology; Thriftiness; Consumer Psychology; Conspicuous Consumption; Costly Signaling Theory