Enhanced Desire For Product Choice in Response to Monetary Scarcity

Anneleen Van Kerckhove, Ghent University, Belgium
Renaud Lunardo, KEDGE Business School, France
Gavan Fitzsimons, Duke University, USA
This research shows that monetary scarcity leads consumers to value option choice, especially when they are high in trait reactance. Consumers experiencing monetary scarcity prefer larger assortments, irrespective of the specific products involved. They are also willing to invest resources, except money, to keep options open.
[ to cite ]:
Anneleen Van Kerckhove, Renaud Lunardo, and Gavan Fitzsimons (2013) ,"Enhanced Desire For Product Choice in Response to Monetary Scarcity", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.