Beggars Will Be Choosers: Financial Deprivation Induces Responsiveness to Scarcity

Eesha Sharma, New York University, USA
Adam Alter, New York University, USA
Five studies examine the relationship between financial deprivation and responsiveness (i.e., attention, preference, choice) to scarcity. Results demonstrate that: (1) deprivation induces sensitivity to scarce (vs. abundant) stimuli; (2) sensitivity to scarcity explains consumers’ selection of scarce goods; (3) the motivation to ameliorate feelings of deprivation prompts responsiveness to scarcity.
[ to cite ]:
Eesha Sharma and Adam Alter (2011) ,"Beggars Will Be Choosers: Financial Deprivation Induces Responsiveness to Scarcity", 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: 205-206.