By  on July 9, 2008

The Rx for wealthy consumers in difficult economic times? Ignore those pangs of guilt, wastefulness and irresponsibility. Go ahead and indulge.

It's no joke, said Anat Heinan, an assistant professor of business administration at Harvard University, who has discovered that though even the rich experience a sense of guilt after making some pricy purchases, passing up indulgences can be worse. Too much self-control stirs more lasting feelings of discontent — disappointment over what might have been missed.

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