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Pettit and sivanathan (2011) found that if people experienced threat to self-esteem, they were more likely to make a status-driven purchase with credit. this sort of study is part of the newly emerging field of

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This sort of study is part of the newly emerging field of behavioral economics.
behavioral economics refers tot he type of study  focus on how psychological , emotional, and social factors affecting people's economic condition.
Increasing the knowledge in this particular field will give a person a capability yo influence/increase the tendency of customers in buying a certain product.

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