The Bottom Dollar Effect: How Resource Scarcity Influences Perceived Value and Satisfaction

Robin L. Soster, University of Arkansas, USA
Andrew D. Gershoff, University of Texas at Austin, USA
William O. Bearden, University of South Carolina, USA
Mental accounting research suggests that pain of payment attenuates the pleasure of consumption and that consumers with depleted resources think about costs differently. The present research finds that, when consumers spend their last available resources (e.g., spend to zero), the perceived value of purchases decreases and satisfaction is attenuated.
[ to cite ]:
Robin L. Soster, Andrew D. Gershoff, and William O. Bearden (2013) ,"The Bottom Dollar Effect: How Resource Scarcity Influences Perceived Value and Satisfaction", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.