Resources Running Out: How Arbitrary Resource Fragmentation Decreases Consumer Spending

Bert Weemaes, K.U. Leuven, Belgium
Siegfried Dewitte, K.U. Leuven, Belgium
Luk Warlop, K.U. Leuven, Belgium
Decision situations that are structured such that a decision to spend would potentially result in a resource running out reduce the propensity to spend, even when consumers are well aware that they have access to more resources. The effect is driven by increased loss aversion for the money given up in the transaction.
[ to cite ]:
Bert Weemaes, Siegfried Dewitte, and Luk Warlop (2011) ,"Resources Running Out: How Arbitrary Resource Fragmentation Decreases Consumer Spending", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 416-417.