Pinching pennies? Running with like-minded pals can help keep you on the straight and narrow. In a study at the University of British Columbia, subjects were shown images of objects labeled as theirs, someone else’s, forbidden to them, or forbidden to everyone, then asked to rate their desirability. Result: Forbidden objects seemed less alluring when subjects believed they were denied to the entire group. “There’s strength in numbers,” says the study’s Todd Handy. “It’s harder to go it alone.” Stick with your budget-conscious friends, and you’ll find it easier to stay within your boundaries.
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