Brides and the bereaved beware: You, like many shoppers, may have a tendency to reject thriftiness when your purchase is a matter of the heart, according to a new study led by the University of Colorado Boulder.
People are reluctant to seek cost-saving options when buying what they consider sacred -- such as engagement rings, cremation urns, or even desserts for a birthday party -- for or to commemorate loved ones. The paper, published in the most recent volume of Judgment and Decision Making, is the first to examine the implications of this phenomenon.