Squeezed: Effects of Constraint on Consumer Planning

Philip M. Fernbach, University of Colorado, USA
John G. Lynch, University of Colorado, USA
Christina Kan, University of Colorado, USA
We report four studies investigating the relationship between resource constraint and consumer planning. We differentiate two kinds of planning: “efficiency” and “prioritization.” Efficiency planning is prevalent under conditions of moderate constraint. As constraint increases, efficiency planning delays prioritization, making it too little, too late for many.
[ to cite ]:
Philip M. Fernbach, John G. Lynch, and Christina Kan (2013) ,"Squeezed: Effects of Constraint on Consumer Planning ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.