In four studies, we show that consumers' savings can be increased or decreased merely by changing the way consumers think about their saving goals. Consumers can (a) either specify or not specify an exact amount to save (goal specificity), and (b) they can focus on either how to save, or why to...

The author argues that subjective feelings, both mild cognitive feelings such as processing fluency and the feeling of knowing, as well as more intense emotional responses such as the pain of paying, play important roles in price psychology. Theoretical frameworks or models that do not...