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In 2010, Congress passed the Tax Hike Prevention Act, which among other things reduced the payroll tax from 6.2% to 4.2% starting in 2011. For two years, workers saw higher take-home income than they would have had the law never existed, and consumers responded favorably by using the extra money throughout the two years to save, invest, pay off debt, and spend.

Of course, short of burning bills in a bonfire, that’s all there is to do with money, if you consider charity to be spending.

The payroll tax holiday ended at the beginning of this year, and as a result, that treat in the form of higher net pay is gone. There are other variables that determine take-home pay, such as raises, new jobs, changes to withholding exemptions, but for those who pay payroll tax, if the law had been extended, net pay would be higher this year.

With less money in their pockets, consumers are spending less. The Federal Reserve Bank of New York surveyed 370 individuals with the intent of determining how this pay decrease is affecting consumers’ spending and saving habits. The economists are aware of the limits of self-reported surveys, so they use the information meaningfully. They compare the reported spending and saving behavior with the extra money during the payroll tax holiday with the reported behavior or planned behavior this year.

For example, of those who mostly spent their extra pay in 2011 and 2012 rather than mostly saved or mostly paid down debt, 86.2 percent are decreasing or planning to decrease their spending to compensate for this year’s higher payroll tax. Only 1.1 percent plan to make up for their shortfall by increasing their debt. Of those who mostly used their extra pay to reduce debt over the prior two years, only 80 percent plan to cut spending but 4.3 percent plan to increase debt.

The survey assumes that people understand their own financial situations and the implications of the payroll tax cut, and I have serious doubts that a random selection of 370 individuals is going to able these questions with accuracy. The self-reporting bias encourages people to answer the questions as if they were their “ideal self,” but beyond that, some might not be able to accurately describe their past behavior or predict their future behavior, despite good intentions.

Furthermore, the survey phone call might have been the first time some respondents had heard of the payroll tax cut, and some might not have noticed changes in their paychecks had someone not called to ask about it.

That’s why I like economic studies based on measurable behavior rather than self-reporting. I do find it interesting when studies compare self-reporting with actual, measured behavior; it tends to shed a light on how people don’t know or understand their behavior and how people have less control over their environment than they think.

Back to this survey from the Federal Reserve Bank of New York, another interesting point is how planned behavior differs depending on the respondents’ level of household income. It’s notable that the economists decided to use an annual income level of $75,000 to be the boundary between lower and higher-income households. In 2011, the median household income in the United States was $50,502 — but these economists are based in New York City, so maybe they’re making an unconscious adjustment for a higher cost of living in their own neighborhood.

Of these “lower-income” households, only half of whom have reported seeing a pay decrease this year, the average household plans to reduce their spending by 77 percent of their loss of income compared to last year. Among the higher-income group, where about two-thirds have seen a decrease in net pay, whether due to the elimination of the payroll tax cut or some other change, the average household will reduce its spending by only 64 percent.

On the surface, there’s nothing in the report that’s earth-shattering. With less money, people spend, save less, and increase debt. This year’s behavior is a reversion to behavior prior to the payroll tax holiday, so it appears that the Tax Hike Prevention Act did its job by temporarily changing consumers’ behavior, and that’s just a small part of the recession-inspired economic stimulus.

As more actual spending, saving, and credit data become available, researchers will be able to determine whether people’s actions are correlated to their self-reported intentions.

Have you noticed a decrease in your take-home pay this year? What variables affected your net pay besides the elimination of the payroll tax cut? How has it affected your spending and saving behavior? Are you struggling more this year?

Chart: Federal Reserve Bank of New York
Federal Reserve Bank of New York via CNN Money

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The Great Gatsby Backlash

This article was written by in Consumer. 5 comments.

I’m looking forward to seeing Baz Luhrmann’s new film treatment of The Great Gatsby. The book, of course, is a seminal piece of American literature, and the new movie is yet another in a long line of interpretations. I like the director’s previous works, and I expect I’ll enjoy the new film.

I read The Great Gatsby only once, and it was a long time ago. The book was likely on my essential reading list in high school. It’s probably worth another look before I see the movie.

I remember the concept — the book is an indictment of materialistic culture. The story focuses on the life of a millionaire through the eyes of Midwestern salesman, new to upper-class Long Island. The narrative is not kind to the lifestyles of the rich and famous, nor to the enduring promise of the American Dream, which at the time had grown to be less about personal liberties and freedoms than about freedom to be wealthy and flaunt it.

For a book about resistance to societal change and adaptation, it’s interesting that little has changed in the way the American Dream is interpreted.

The release of the movie this year is timely. We’ve seen through the recession that if you have enough wealth and power, you can survive unscathed. The financial industry brought down the global economy, yet operations continue as normal, without meaningful protections for consumers. The recession was an opportunity for the rich, whose wealth increased, while the underclasses have been plagued with unemployment, foreclosures, and less access to credit.

We may certainly be in a new gilded age — at least, if it’s the same gilded age from a century ago, people are no longer afraid to admit it. As evidence, hotels are using the popularity of the movie and the familiarity with at least the title of the book to promote excess.

The Plaza Hotel in New York City, a brand that has never been shy, is offering a 700-foot “Fitzgerald Suite” starting at $2,795 a night. In Newport, Rhode Island, the Vanderbilt Grace is presenting the “Grace Gatsby package,” which includes lodging, food, and sailing for $1,100 per couple. NBC News has a collection of these Gatsby-themed deals.

The hospitality industry isn’t the only group taking cues from F. Scott Fitzgerald.

While you could argue that it may just be 1920s fashion and art deco making a comeback, fascination with similar times and the promotion of the new movie release have some effect among brides. The Huffington Post, which recently offered a slideshow of gilded age-inspired weddings, made this observation of current trends: “Despite the less-than-perfect romance at the center of the story, brides are turning to Fitzgerald’s heroine, Daisy Buchanan, for bridal attire inspiration, and dapper grooms are looking to Jay Gatsby for the perfect Big Day look.”

CBS instructs viewers how to throw a Great Gatsby party, focusing on cocktails that exude the essence of the Jazz Age. While the masses can’t live the full Roaring Twenties life as exemplified by Jay Gatsby, they can get a little closer by drinking the same drinks, wearing some of the same fashions, and even listening to the same music.

Brooks Brothers now offers a clothing line to help young men dress like Jay Gatsby, with a direct tie-in to the the movie. The costume designer based the wardrobe featured in the film off Brooks Brothers’ own catalog from the 1920s, and the store fabricated the costumers worn by the actors. Brooks Brothers had no problem with a promotional tie-in with a movie that is critical of the characters who wear the company’s clothing, because these characters continue to be revered for their style.

There are two reactions to this trend.

  • For some, these are good deals. Those who have the money to spend are more than welcome to spend money on whatever they like. In fact, these are the kind of experiences that can make someone happy, more than using the same money to buy things. Researchers prove that experiences lead to happiness more often than objects.
  • They’re missing the point. If The Great Gatsby is supposed to be an indictment on materialistic culture, are those buying into the latest trend that puts Gatsby’s materialism on a pedestal just unfamiliar with with purpose of the novel? Is it showing that, for the most part, people are unfamiliar with what is probably one of the most popular works of American literature?

    Does this new, open popularity of the culture of living rich ignore the fundamental premise that living in decadence be detrimental to society?

The answer to this question is that the people who set these trends — marketers, mostly — do not miss the irony at all. Living a life of fancy parties and flaunting wealth is so appealing is due to its destructive nature, not in spite of it. Glorifying the culture that is mocked in The Great Gatsby isn’t the result of ignorance of the book’s themes — although it doesn’t preclude ignorance — it’s an acceptance that even though materialism and holding fast to the “good old days” is a hero’s downfall, the showiness of wealth allows people to not care.

After all, The Great Gatsby is based on the middle-class perspective, something that those who live like Jay Gatsby can safely ignore. Celebrating this culture even when the world around you derides it amplifies the same instincts that drive those who celebrate it. If materialism and excess weren’t part such a critiqued lifestyle, its celebration wouldn’t have so much meaning for those who use it to glorify their sense of being among an elite.

What are your thoughts on the increased prevalence of Gilded Age culture, as the release of the new film adaptation of The Great Gatsby helped uncover?

Photo: Flickr

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When staff writer Sasha introduced Consumerism Commentary readers to Mint.com in 2007, I began to think about the power of massive consumer financial data. As more people signed up for this online service that connects directly to users’ credit card accounts and bank accounts, Mint.com, or any other similar services, would be able to analyze more accurate spending data than government surveys that rely on self-reported data, and possibly even industry surveys.

Now with 13 million users, Mint.com has penetrated mainstream culture beyond just techies, who love tracking information online, and personal finance lovers, who look for any tools available to help them manage their money. Of these 13 million users, 2 million have opted in to this program, allowing Mint.com to aggregate their transactions anonymously.

The company has now used the transaction data from this sample size of 2 million to produce what it’s calling the Intuit Consumer Spending Index. Intuit is the software company that now owns Mint.com. From the first quarter of 2009 to the first quarter of 2013, overall spending is up 9 percent, from $3,870 per month to $4,220 per month. Intuit announced its new index recently.

Because Mint.com categorizes every transaction and knows where its users live, the analysis of the data behind the index can go into much more detail. For example, in the District of Columbia, spending has increased 30 percent over the time period, much more than the 9 percent national average. Why has spending increased so much in the nation’s capital? The report from Intuit doesn’t say specifically, but the underlying data might have some clues.

The index can also describe spending by category within each state or nationally, and the information exists to explain why spending within a category has changed. For example, spending on groceries has increased 17 percent over the time period.

While an increase in food prices may contribute to some of that increase — although inflation is taken into account when calculating the index to reflect real changes in spending, not nominal changes — the transactions categorized as groceries indicate that more spending has shifted to boutique grocery stores like Whole Foods. 19 percent of grocery shoppers shifted to Whole Foods while spending at Safeway decreased by 3 percent over the same time period.

Mint.com also knows the ages of the 2 million users who have opted in to aggregation by sharing their personal demographics. For users aged 26 to 31, spending on healthcare increased 45 percent from 2009 to 2013, and the same consumers are also spending more at restaurants — an increase of 40 percent. The report also highlights different spending patterns between men, who spend more on entertainment, alcohol, and restaurants, and women, who spend more on clothing.

I had several concerns about the Intuit Consumer Spending Index.

  • Is the 2 million user sample representative of the nation’s total population?
  • What is the possibility that many of the transactions are categorized incorrectly?
  • For people who use checks, how can Mint.com know the recipient of the payment?

Intuit handles the first problem my normalizing its sample against the government’s Current Population Survey. For example, if people aged 18 to 24 comprise 25 percent of Intuit’s data but only 10 percent over the overall population, Intuit’s data is weighted to reflect the actual composition of the population. Intuit performs the same reweighting along all its demographic measures.

One way the company tries to focus on accuracy by ignoring transactions over $100,000, which are often recorded as mistakes, not actual spending, and by validating their data against Census Retail Sales data. That doesn’t help in categories where people don’t typically pay with credit or debit cards, like spending on cars — maintenance, auto loan payments, etc.

Unfortunately, the raw data used to create the index does not seem to be available. I suppose that’s understandable, as Intuit is a business enterprise, not a government entity, but it doesn’t allow any deeper analysis by economists — or financial writers. We have to rely on the information Intuit chooses to disclose in its press releases and reports. The company’s team does seem to be accessible, so I’m confident that I can relay any questions to the company’s own economists should there be any, and if I wanted to write about spending in a specific category or in a specific location, I could get the data from Intuit to use in a story.

It’s probably been a few years since I’ve logged into the Mint.com account I created when the service became open to the public. It took me a while to log in because I couldn’t remember which email address I used to sign in — and I discovered by searching my email archives that it’s an email address I no longer use or have access to. After logging in, I saw that most of my accounts haven’t been updated in two or three years. I track my spending and investments with the desktop version of Quicken, so Mint.com never appealed to me much.

Checking my account profile, I see that at some point I provided basic demographic information about myself — now outdated — so in some way, my inaccurate data, both inaccurate demographics and missing transactions, was included in the aggregation that resulted in the Consumer Spending Index. According to the methodology, my information was likely just ignored, like many users who haven’t visited the website enough for there to be meaningful data.

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There is a link between wealth and happiness, but it’s not that having more of the former results in more of the latter. The Journal of Consumer Research published a study involving a scientific analysis of the link between money and happiness designed and analyzed by researchers at the University of British Columbia, Harvard University, and the University of Virginia. The study indicated there is a direct link between wealth and self-reported satisfaction with one’s life, but no such correlation between wealth and a measurement of happiness.

The study looks at reasons this may be the case, and through a number of investigations, concludes the following:

This suggests that our money provides us with satisfaction when we think about it, but not when we use it. That shouldn’t happen. Money can buy many, if not most, if not all of the things that make people happy, and if it doesn’t, then the fault is ours.

I understand this. When I look at my life objectively, I see I should be happy. I’m financially independent, and I have access to anything I need and many things I want. I am in charge of my daily schedule, and I can spend my time doing whatever I like. Objectively, my life is very satisfying. So why am I not as happy on a day-to-day basis as I think I should be, given these circumstances?

According to the study, it’s because I — and, on average, everyone else — don’t spend wealth in a way that would lead to happiness. Maybe you can relate to this, too. Wealth provides access to many things that can contribute to a happy life, like better nutrition, healthcare, leisure time, and jobs, but these don’t necessarily contribute to self-reported happiness.

The analysis group of studies included in the published paper leads to eight approaches to spending money that will result in more happiness. Some of the suggestions are common-sense approaches to money management that I’ve written about on Consumerism Commentary, while others seem to oppose what financial advisers, planners, and authors present as good money advice. In the coming weeks, I’ll address each of these eight principles more in depth.

1. Buy experiences instead of things.

A few years ago, Laura Rowley, author of Money and Happiness: A Guide to Living the Good Life, was a guest on the Consumerism Commentary podcast. She pointed to an earlier study that showed that happiness plateaued at a household income of level of $75,000. There’s a lot of criticism of this study because, among other things, $75,000 in one location like New York City means something else to a family than $75,000 earned in rural Ohio. The study itself was recently debunked, but some of the conclusions still make sense with the new information.

One of these conclusions is that it’s better to to frame your financial choices in terms of experiences, as Laura Rowley mentioned in the podcast. Experiences create memories that contribute more to happiness than what you might achieve by buying products.

2. Help others instead of yourself.

Anything people due to nurture social connections with others increases happiness, and wealth can be used in such a manner. The study showed that those who spend more of their wealth on gifts for others and on charitable contributions than on bills and gifts for themselves are happier. Not only does prosocial spending affect self-reported happiness, but another experiment shows that the behavior created happiness that’s visible when observing the brain’s neurons.

3. Buy many small pleasures instead of few big ones.

The study uses this example to illustrate this point: “Eating a 12 oz cookie is not twice as pleasurable as eating a 6 oz cookie because the first X% of a cookie’s weight accounts for more than X% of its hedonic impact.” This is one of the reasons why it’s better to take your finite financial resources and spread them out over many things you find pleasurable rather than reaching for the experiences that are the most expensive. While the first principle might say it’s better to go on one $2,500 cruise than buying one $25,000 television, this principle says it’s better for your happiness to go on 50 dinners than one cruise.

4. Buy less insurance.

Most Americans are under-insured. An emergency fund is a type of self-insurance against the likelihood of a short-term financial setback, but this often needs to be supplemented with health insurance, life insurance, car insurance, and renter’s or home insurance. Many people need some form of general liability insurance, too.

These are all good uses of money, even though they might not correlate directly to happiness. But because consumers overestimate how much they’d be affected by a broken object, they’re led to extend the concept of insurance to the things they buy. Salespeople use this apprehension to sell extended warranties for products. Studies show that people are not generally affected negatively when products break without a warranty or generous return policy. If you are told that “all sales are final,” you appreciate the purchase much more.

5. Pay now and consume later.

The societal norm today is to consume now and pay later. That’s the premise of the credit card industry, and we’re lured into that spending behavior with generous cash back offers and other perks. We can delay the pain of parting with our money at the same time we advance the opportunity to consume. Shortsighted behavior results in financial problems in the future, and that’s one reason why the opposite approach increases happiness.

The other reason is that delayed gratification increases anticipation, and resolution of the feelings of anticipation inspire happiness.

6. Think about what you’re not thinking about.

When you daydream about the future, you’re more likely to think about it in abstract terms. As you get closer, whether in time or in physical space, details begin to emerge that cloud your happiness. This is apparent when you’re planning for a vacation. Six months in advance, your trip to Walt Disney World seems like a great idea, but as the time to depart gets closer and the details come into focus, you begin to think about all the frustrations you will experience. Those details, good and bad, will affect your level of happiness when the time comes, more than just the fact that you and your family are at Walt Disney World.

Thinking about those details in advance will prepare you for the future and will help you make better decisions about the future in terms of your happiness.

7. Beware of comparison shopping.

This gets interesting. Comparison shopping is a tool of the frugal consumer. It’s good to make a purchasing decision based on all data available, even if price is just one part of the comparison. Comparison shopping so so popular that there are even sections of Consumerism Commentary designed to help people make decisions about their money. Consumer Reports helps people, too, by rating products within appropriate categories to make informed decisions about spending money.

It turns out that shopping based on comparisons — which focus on how one version of a product differs from another — take focus away from attributes that are more likely to make someone happy. You can use online tools to compare a car’s specifications. Shoppers can determine what facts from among the categories will result in the best purchase, but the factors that contribute to happiness with a car purchase — perhaps the feeling of envy from friends, whether the driver’s seat fits you perfectly, or whether there’s enough room to make love in the backseat — are not listed or not really considered when shopping using a financially responsible, comparison-based approach.

8. Follow the herd instead of your head.

The best way to predict enjoyment of an experience is to see how much other people enjoyed the same experience. Going back to the Walt Disney World example, if more of my friends shared with me, more stories about their enjoyment of the vacation, the more I will enjoy my vacation there. Seeing that others are happy with their decisions increase our own happiness with the same decisions. In an experiment, women predicted how much they’d enjoy a date using two methods. The first was by photograph and biography of their date alone, the second was based solely on another woman’s previous analysis of the date. Those who received the photograph and biography made more inaccurate predictions of how they would enjoy their date.

Is your goal in life to be rich in financial terms only or do you want to be rich in happiness, as well? If you like the idea of living one happy experience after another, then it takes more than just wealth and financial independence. How you spend your money determines whether you’re happy. These principles should help you use your money in ways that are more likely to produce happy feelings.

There is much depth in these principles, so this article is just an overview. Each principle deserves its own analysis. For more information on the experiments conducted that led the researchers to these suggestions for happiness, read the study linked below.

Journal of Consumer Psychology

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Will an Internet Sales Tax Change How You Shop?

by Luke Landes
Internet sales tax - shopping bags

After a rocky beginning to the relationship, I’ve grown to appreciate Amazon.com. For the most part, the online retailer still boasts the best prices, shipping can be free, and if your purchases are delivered to New Jersey or one of several other states, Amazon doesn’t add sales tax to the purchase. Lobbyists that represent all ... Continue reading this article…

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Can Tipping Change a Waiter’s Behavior?

by Luke Landes
Can tipping change a waitress's behavior?

A friend of mine once lamented publicly: “When did the standard restaurant tip change from 15 percent to 20?” Sure, I remember paying typically 15 percent for a tip when I first started dining out with my friends. That was when I gained my first sense of independence from my parents twenty years ago, as ... Continue reading this article…

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What To Do If You’ve Donated to a Fraudulent Charity

by Luke Landes
Charity scam and fraud

It happened after September 11, Katrina, Sandy, the Boston Marathon, and other disasters, man-made and natural, around the world. After serious tragedies, when a compassionate public is at its most vulnerable, unscrupulous individuals find taking advantage the world’s generosity comes easy. Within hours — even minutes — of the news, new operations spring up, offering ... Continue reading this article…

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Prepaid Debit Cards Are Riskier Than Checking Accounts

by Luke Landes

Thanks to heavy marketing campaigns, including endorsements and partnerships with everyone from Russell Simmons to Kim Kardashian to Suze Orman (it’s hip! it’s popular! it’s financially smart!), use of prepaid debit cards has surged. Prepaid debit cards were once a fringe financial product. They were intended to be used by people who have a communal ... Continue reading this article…

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Are Sophisticated Producers Taking Advantage of Their Fans With Kickstarter?

by Luke Landes
Kristen Bell, Veronica Mars

I like the concept of crowdfunding. Websites like Kickstarter have been helpful to start-up businesses, sole individuals with an idea but without capital, and independent entertainers looking for support for their first project. It’s democratic capitalism; the best ideas receive necessary funding while the “investors” receive neither a financial return nor equity. It’s a great ... Continue reading this article…

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Do You Let Brands Use You for Advertising?

by Luke Landes
World Book Encyclopedia

From one of my social media accounts a few days ago, I responded to an article in Psychology Today. First of all, the article is a good read that discusses the relationship between money and happiness, and a recent study that disagrees with some of the more publicized studies from the past few years. It’s ... Continue reading this article…

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Maker’s Mark Adds Water

by Luke Landes
Maker's Mark

I’ve never had Maker’s Mark, but I do have friends who enjoy this particular brand of bourbon — or the bottles in which the bourbon is sold. With this latest piece of news, I’m wondering if the company believes the bottle is the product being sold rather than the alcohol inside. Beam, the corporate owner ... Continue reading this article…

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U.S. Postal Service Ending Saturday Delivery

by Luke Landes
Mailboxes

The U.S. Postal Service announced today that Saturday delivery of first-class items will end in August. When I asked a few years ago whether we should eliminate the Postal Service entirely, the question generated a good discussion, with many readers agreeing that the best solution to the perennial problem of the service not generating enough ... Continue reading this article…

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Credit Card Checkout Fees Are Here

by Luke Landes
Credit Card Surchage

I’m currently in California, visiting my mother, who as I mentioned in a previous article is in the hospital. While articles this week will likely be slow on Consumerism Commentary, one thing I won’t have to deal with while visiting family is the relaxed regulation on merchants who accept credit cards. Starting this week, retailers ... Continue reading this article…

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American Express, Capital One and Discover Refunds Total $435 Million

by Luke Landes
American Express

The Consumer Financial Protection Bureau hasn’t stopped its crusade against credit card issuers that manipulate and deceive its customers. Earlier this year, regulators ordered Capital One to pay $210 million in refunds and fines for tricking card holders into buying add-on products with the implication that these were required purchases for those with bad credit, ... Continue reading this article…

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Black Friday: The Dark Side of Humanity

by Luke Landes
Darth Vader

It is a sad commentary on our culture when not only are people willing to trample and hurt each other to scramble for what is perceived to be a “good deal” but when such trampling is glorified by the media. (Crazy people drive ratings, and ratings drive large advertising profits for the media!) No one ... Continue reading this article…

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The Black Friday Hoax

by Luke Landes
Holiday presents

This is the time of the year when American consumers become focused like a laser on finding deals from retailers. There is some compulsion to buy more stuff as the holidays approach — as gifts for friends and family, in the spirit of Christmas and Hanukkah, and as gifts for ourselves. After all, with the ... Continue reading this article…

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Are Class-Action Lawsuits Good for Consumers?

by Luke Landes
Scales of Justice

Over the past few days, thousands of Bank of America customers have begun noticing unexpected credits in their checking account transaction activity. Thousands more will see the credits when their receive their paper statements for November, and even more will receive checks in the mail. The long battle with Bank of America over overdraft fees ... Continue reading this article…

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Credit Life Insurance: You Don’t Need It

by Luke Landes
Money

Occasionally, Consumerism Commentary readers send in questions or stories they’d like to share with a wide audience. These questions and stories come to me through email, via Facebook, and through this website. Recently, a new reader who discovered Consumerism Commentary due to my multi-year coverage of Bank of America (primarily the articles pertaining to the ... Continue reading this article…

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Price Gouging: How to Know and What to Do

by Luke Landes
Price Gouging

Price gouging is often a problem after natural disasters, but what appears to be gouging might not always be a plan by unscrupulous business owners to take advantage of needy consumers. During regular operations, there is rarely a need for a business to increase prices sharply for its customers. Businesses generally, but not always, pay ... Continue reading this article…

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Resist Planned Obsolescence or Accept the Financial Consequences

by Luke Landes
Old phone

Products of all types — cars, incandescent bulbs, your iPad and iPhone — are designed with planned obsolescence in mind. The need or desire to replace products quickly and a shorter product life-cycle are a consistent drain on wealth. In the previous generation, the latest television sets were big household expenses, just like they are ... Continue reading this article…

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