Competitive Mindset: Does Scarcity Call For Selfishness?

Caroline Roux, Northwestern University, USA
Kelly Goldsmith, Northwestern University, USA
Andrea Bonezzi, New York University, USA
We show that priming the concept of scarcity activates a competitive mindset, which affects subsequent judgments and behaviors by motivating people to pursue self-focused goals. These predictions are tested across five studies, which provide novel insights into the psychology of scarcity and its effects on consumer judgment and decision making.
[ to cite ]:
Caroline Roux, Kelly Goldsmith, and Andrea Bonezzi (2013) ,"Competitive Mindset: Does Scarcity Call For Selfishness?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.