Incidental Resource Cues and Conservation in Consumption

Meng Zhu, Johns Hopkins University, USA
Ajay Kalra, Rice University, USA
Consumers often over-acquire resources during the course of consumption. Such over-acquisition is only possible when resources are abundant. We show that incidental cues indicating non-excessiveness of a resource can lead consumers to conserve a different resource. We demonstrate that the underlying mechanism is motivational rather than priming of conservation-related concepts.
[ to cite ]:
Meng Zhu and Ajay Kalra (2011) ,"Incidental Resource Cues and Conservation in Consumption ", 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: 195-196.