This article deals with an individual characteristic that has been poorly documented in the marketing literature: miserliness or spending avoidance despite the absence of financial problems. A qualitative methodology based on individual interviews with tightwads and tightwads partners, as well as an analysis of forum discussions on the web, helped us describe three different types of misers: the frugal, the tightwad and the smart shoppers. We conclude with specific profile-related managerial recommendations.
