As we become more used to tightening our belts, the Yorkshire Bank has found that a culture of 'saving now, buying later' has replaced the rampant 'spend now, pay later'' pre-credit crunch ethos.
More than three-quarters of those surveyed (77%) said that paying for a high-value item is more satisfying when they have saved for it rather than when bought spontaneously using borrowed money.
The poll also found that 84% of people cherish or enjoy items that they have saved for more than items purchased spontaneously with borrowings.
According to psychological expert Phillip Hodson people are often happier in times of austerity.
He said: "The sense of achievement that comes from the discipline of saving also makes us feel morally stronger and in greater control."
Exactly half of consumers said that they are more likely to save their disposable income before purchasing a high-value item than they were last year.
Gary Lumby, head of retail banking at Yorkshire Bank, comments: "It seems people are finding that a more prudent approach to managing their finances brings greater rewards and satisfaction than the days of cheap credit and 'buy now pay later'.
"The current market conditions are great for savers, so we're encouraging people to look at the many savings options which offer generous interest rates."
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