Bet Your Bottom Dollar

KUAF | By Robin Soster

Published November 21, 2016 at 10:00 AM CST

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Robin Soster's research focuses on mental accounting, consumer satisfaction and the relationship between consumption and identity.

Robin Soster, assistant professor of marketing in the Sam M. Walton College of Business, discusses her research on the so-called "bottom-dollar effect," how spending our last dollar affects the way we feel about purchases.