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In a study conducted by this behaviorial economist from Carnegie Mellon with neuroscientists from Harvard, the brains of volunteers shown high prices for desirable products registered the same response as they would to offensive smells and social snubs. From this, Loewenstein concluded that it's the pain of paying that keeps tightwards from opening their wallets. Spendthrifts feel less pain. Loewenstein and one of his doctoral students, Scott Rick, also have discovered that men are more likely to be tightwads, as well as PhDs (particularly engineers). To determine if you are a spendthrift or tightwad, take their test. They also found, according to Lee Eisenberg, author of Shoptimism, that neither tightwads nor spendthrifts like their approach and tend to marry someone unlike them, which leads to conflict. "Given that tightwads want to minimize their pain, they are more likely than spendthrifts to succumb to what researchers refer to as 'situational factors,'" or gimmicks. This means they are more likely than spendthrifts to pay a $5 shipping charge if it's called "a small $5 charge."