Importantly, hyperopic behavior is

Importantly, hyperopic behavior is not likely to be restricted only to a narrow segment of society or extreme cases of indulgence. Rather, recent research suggests that some degree of “tightwaddedness,” or underspending, may exist across a wide range of consumers (Rick, Cryder, and Loewenstein 2008). Also, given that luxury determinations are subjective (Kivetz and Simonson 2002), an inability to indulge may affect the purchase of a wide range of consumer goods, from name brand food products, which are seen as luxuries by those in low income groups (as seen in proprietary data from Spectra Suite, provided by AC Nielsen), to high-end automobiles, which are perceived as luxuries by a broad segment of the population. Therefore, understanding the nature, prevalence, and moderators of hyperopic tendencies may be important for both consumer well-being and marketer success.