You Can’T Always Get What You Want: the Effect of Childhood Scarcity on Substitution Decisions

Debora Thompson, Georgetown University, USA
Rebecca Hamilton, University of Maryland, USA
Ishani Banerji, Georgetown University, USA
This paper examines effects of childhood socioeconomic status (SES) on substitution decisions. Results demonstrate that consumers with low (vs. high) childhood SES are more willing to wait for an initially chosen alternative but are more likely to devalue it when it becomes unavailable, making it easier to choose a substitute.
[ to cite ]:
Debora Thompson, Rebecca Hamilton, and Ishani Banerji (2014) ,"You Can’T Always Get What You Want: the Effect of Childhood Scarcity on Substitution Decisions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 230-234.