17-O: Unaffordable Option and Sensitivity to Social Inequality

Pierrick Gomez, NEOMA Business School, France
Adilson Borges, NEOMA Business School, France
This research investigates the effect of adding an unaffordable option to a choice set on sensitivity to social inequality. Two experiments demonstrate that adding an unaffordable option to a choice set fosters concern for social inequality and diminishes support for group based dominance, especially for individuals high in political conservatism.
[ to cite ]:
Pierrick Gomez and Adilson Borges (2017) ,"17-O: Unaffordable Option and Sensitivity to Social Inequality", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research.