# The Frugal Rich: How Consumers Decide What’s Worth It | Reimagining Retail

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Text version: https://stenobird.com/podcast/behind-the-numbers-an-emarketer-podcast-802137/the-frugal-rich-how-consumers-decide-what-s-worth-it-reimagining-retail.md
Podcast: [Behind the Numbers: an EMARKETER Podcast](https://stenobird.com/podcast/behind-the-numbers-an-emarketer-podcast-802137)
Published: 2026-07-15T04:01:00+00:00
Episode link: https://behindthenumbers.podbean.com/e/the-frugal-rich-how-consumers-decide-what-s-worth-it-reimagining-retail/
Audio file: https://dts.podtrac.com/redirect.mp3/mcdn.podbean.com/mf/web/zc5fhjaaij9xs77c/RR_07-15-2026_Final.mp3
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JSON: https://stenobird.com/v1/public/podcasts/behind-the-numbers-an-emarketer-podcast-802137/episodes/the-frugal-rich-how-consumers-decide-what-s-worth-it-reimagining-retail
Duration seconds: 1503

## Resource

On today’s podcast, we discuss how consumers decide what’s worth buying, why we spend hours trying to save $10 on groceries but think nothing of spending thousands on a vacation, how uncertainty influences the way people make decisions, and why being a smart shopper is becoming part of our identity. Tune in for a discussion featuring Vice President of Content and host Suzy Davidkhanian, Senior Analyst Grace Broadbent, and Ayelet Fishbach, Professor of Behavioral Science and Marketing at the University of Chicago Booth School of Business.Get more insights like these with our free, industry-leading newsletters covering advertising, marketing, and commerce. Sign up at emarketer.com/newslettersFollow us on Instagram at: https://www.instagram.com/emarketer/For sponsorship opportunities contact us: advertising@emarketer.comFor more information visit: https://www.emarketer.com/advertise/Have questions or just want to say hi? Drop us a line at podcast@emarketer.com For a transcript of this episode click here:https://www.emarketer.com/content/podcast-frugal-rich-how-consumers-decide-whats-worth-it© 2026 EMARKETER

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## Transcript

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