> Another way to think about this is that people who are cost conscious cannot adjust their schedules to save money.

Huh? cost conscious people cannot adjust their schedule? Then they're not really cost conscious are they, otherwise they would! "I'm a cost conscious person, and I want to go to Hawaii.. TOMORROW! oh, the flight is 3k.. well, I'm not changing my schedule" Cost conscious people are masters of adjusting their schedule to save money. They'll buy the flight that leaves Tuesday and comes back Thursday to save 30 bucks.