two peopel holding hands
Aug 01, 2022

Professor Gavan Fitzsimons studies the psychology of consumers

In a recently published study, Duke Fuqua School of Business Professor Gavan Fitzsimons and two former Fuqua Ph.D. students found that people often hide from their partners minor purchases they have made. And this behavior can actually be good for their relationship. “Guilt from secret consumption leads to greater relationship... read more