Want to Save Money
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Want to Save Money? Carry Around $100 Bills For shoppers in today’s economy, there’s just too much temptation out there. Sure, your pockets are tight. But there are clearance sales in every store, and deep discounts down every aisle. So how do you stop yourself from spending? Especially when you know that, during this awful downturn, you should be saving every last penny?
Just arm yourself with $100 bills.
According to a new study to be published in the Journal of Consumer Research, shoppers are less likely to spend their dough if they are carrying cash in large denominations. This so-called “denomination effect” can be a powerful predictor of consumer spending habits. Through a series of experiments, the study shows that if people have an equivalent amount of money, say $100, the folks with a Ben Franklin in their pockets might not part with it, while those carrying Andrew Jacksons and George Washingtons more easily give up that cash.
What’s driving the denomination effect? First off, some consumers see large bills as more sacrosanct than a bunch of chump change. “People tend to overvalue bigger bills,” says Joydeep, a marketing professor at the University of Maryland’s Robert Smith School of Business and a co-author of the study. “There is a psychological cost associated with spending a $100 bill that’s not there with spending smaller bills.” We tend to isolate the cash in our minds. Each $20 is a separate, less valuable
entity than that single $100 bill. So it’s easier to part with five of those twenties than a single precious hundred in our pockets.
Want to Save Money? Carry Around$100
Bills (1 or more)?
For shoppers in today’s economy, there’s just too much temptation out there. Sure, your pockets are tight. But there are clearance sales in every store, and deep discounts down every aisle.So how do you stop yourself from spending? Especially when you know that, during this awful downturn, you should be saving every last penny?
Just arm yourself with $100 bills.
According to a new study to be published in the Journal of Consumer Research, shoppers are less likely to spend their dough if they are carrying cash in large denominations.This so-called “denomination effect”can be a powerful predictor of consumer spending habits. Through a series of experiments, the study
shows that if people have an equivalent amount of money, say $100, the folks with a Ben Franklin in their pockets might not part with it, while those carrying Andrew Jacksons（20$）and George Washingtons (1$) more easily give up that cash.
What’s driving the denomination effect? First off, some consumers see large bills as more sacrosanct than a bunch of chump change. “People tend to overvalue bigger bills,”says Joydeep, a marketing professor at the University of Maryland’s Robert Smith School of Business and a co-author of the study. “There is a psychological cost associated with spending a $100 bill that’s not there with spending smaller bills.”We tend to isolate the cash in our minds. Each $20 is a separate, less valuable entity than that single $100 bill. So it’s easier to part with five of those twenties than a single precious hundred in our pockets.
Aisle: 通道，过道
deep discounts：大减价
downturn：降低，衰落
denominations：面值dough：(slang): 钱
powerful predictor：准确预测
sacrosanct：a. 神圣不可侵犯的
chump: 笨蛋、傻瓜，厚木块
psychological cost：心理成本
想省钱？身揣百元大钞
对于当前经济形势下的购物者来说，诱惑实在太多了。
当然，你手头拮据。
但是每家商店都在清仓甩卖，每条通道都有大减价的商品。
所以你如何克制自己不去消费？特别是在如今经济严重衰退之际，你知道自己应该节约每一分钱的时候？
那就带上百元大钞吧。
根据即将发表在《消费研究杂志》上的一份新的研究报告，购物者如果携带的是大面额现钞，消费的可能性较低。
这种所谓的“面值效应”能准确预测消费者的消费行为。
通过一系列试验，这项研究表明，携带同等数额的钱，比如说100美元，钱包里装着一张“本·富兰克林”（100美元）的人可能不会把它花出去，而拿的是几张安德鲁·杰克逊（20美元）和乔治·华盛顿（1美元）的人则更有可能把钱花掉。
“面值效应”从何而来？首先，比起一沓零钞来说，有些消费者
把大额钞票更当回事儿。
马里兰大学罗伯特·H·史密斯商学院营销学教授、这份研究报告的撰写人之一说：“人们往往把大钞看得很值钱。
花一张百元大钞要付出一种心理成本，而花零炒则不然。
”我们往往会在脑海中孤立地看待每张钞票。
每张20美元的票子都是孤立的，不如单张的百元钞票值钱。
所以把我们兜里5张这样的20美元花出去要比把一张珍贵的100美元花出去更容易。
