The “diminished enjoyment with the best deal” effect: How does frugal mindset impact the anticipated enjoyment and experiential evaluation in food consumption?

doi:10.3724/SP.J.1041.2025.0152

Abstract

Abstract: The frugal mindset is a widely prevalent cognitive pattern, yet little is known about how the frugal mindset affects individual psychology and behavior. Based on six studies and a supplementary meta-analysis, this article unveils the negative effect of a frugal mindset on anticipated enjoyment and experiential evaluation in the context of food consumption. We refer to this effect as the “diminished enjoyment with the best deal” effect.
In the current research, we also propose and test the underlying mechanism—cognitive depletion—that drives the core effect. Moreover, two boundary conditions (i.e., the cost of getting the best deal and mindfulness intervention) are identified. Specifically, Study 1 analyzed secondary data from the large American food delivery platform GRUBHUB, revealing a negative correlation between the frugal mindset and food taste rating. Study 2 simulated the online food ordering scenario and provided causal evidence for the negative impact of a frugal mindset on the expected enjoyment of food. Study 3 conducted a field experiment under the guise of a taste-testing event, confirming that the frugal mindset diminishes individuals' anticipated enjoyment of chocolate and leads to lower overall evaluation after consuming chocolate.
Moving forward, Study 4 validated the mediating role of cognitive resource depletion in the impact of the frugal mindset on the anticipated enjoyment of fruit and vegetable salad. These findings provided consistent support for the proposed core effect. Furthermore, Studies 5 and 6 aimed to explore the situations in which the core effect would be intensified or attenuated. In particular, Study 5 identified a boundary condition—the cost of getting the best deal, showing that when the cost of getting the best deal is higher, the negative impact of the frugal mindset on the anticipated enjoyment of cake is more pronounced. Study 6 further provided an intervention to alleviate the core effect, demonstrating that mindfulness intervention weakens the negative impact of the frugal mindset on the anticipated enjoyment of hotpot. This occurs because mindfulness intervention assists in recovering one's cognitive depletion induced by the frugal mindset.
Finally, employing the single paper meta-analysis (SPM) as a supplementary analysis, the study confirmed the robust effects of the frugal mindset on anticipated food enjoyment and experiential evaluation. The current research not only enriches and expands theoretical studies on the frugal mindset and cognitive resources but also offers practical implications for food marketing and dietary well-being.

Key words: frugal mindset, food evaluation, anticipated enjoyment, cognitive resources, mindfulness, dietary well- being

CHEN Siyun, XIONG Jiwei, PENG Kaiping. (2025). The “diminished enjoyment with the best deal” effect: How does frugal mindset impact the anticipated enjoyment and experiential evaluation in food consumption?. Acta Psychologica Sinica, 57(1), 152-172.

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