In 2008, an article by Michigan Ross Professor Scott Rick changed how academics, practitioners, and the general public thought about consumers’ spending habits. The key insight was that many people who spend very little are frustrated with their behavior. They consistently spend less than they think they should, often with negative consequences for themselves and those around them. Under-spenders (“tightwads”) and over-spenders (“spendthrifts”) are two sides of the same coin: both experience conflict and distress around their spending habits. The scale Rick and colleagues developed to measure these tendencies has become widely used by marketing and psychology researchers. The tightwad-spendthrift construct attracted even more attention when Rick and colleagues demonstrated that tightwads and spendthrifts are more likely to marry one another than they are to marry someone like themselves. This “opposites attract” pattern is initially enjoyable, but eventually, as partners begin to confront a never-ending series of joint spending and saving decisions, tightwad-spendthrift differences harm relationship quality.

This research has attracted broad attention beyond the boundaries of marketing academia. It has been the topic of webinars, podcasts, and other features produced by the National Science Foundation, the American Psychological Association, the National Academy of Sciences, and the World Economic Forum. It has received years of sustained coverage from media outlets such as NPR, the New York Times, and the Wall Street Journal. Financial organizations like the CFP Board, ING, Charles Schwab, and Equifax have informed their clients and customers about the implications of this research. Most notably, in 2024, St. Martin’s Press published a mass-market book about this research, titled Tightwads and Spendthrifts: Navigating the Money Minefield in Real Relationships.