Payday proximity changes consumer motives and behavior

As any nine-to-fiver will testify, a new paycheck brings with it a familiar sense of freedom, albeit one that dwindles in lockstep with the balance in one's checking account. But, it's not the checking account size that influences consumer behavior; rather, it's the time that has elapsed since payday, according to a new study published in the September issue of the Journal of Marketing.

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