We found a matchYour institution may have access to this item. Find your institution then sign in to continue.TitleFrugality Is Hard to Afford.AuthorsOrhun, A. Yeşim; Palazzolo, MikePublicationJournal of Marketing Research (JMR), 2019, Vol 56, Issue 1, p1ISSN0022-2437Publication typeAcademic JournalDOI10.1177/0022243718821660