When Thoughts of “Having Less” Promote the Desire to Become One’S Best: Reminders of Resource Scarcity Increase the Desire For Self-Improvement

Kelly Goldsmith, Vanderbilt University, USA
Ali Tezer, HEC Montréal, Canada
Caroline Roux, Concordia University, Canada
Prior research has shown that resource scarcity promotes the desire to advance one’s own welfare. We draw from this work to offer the novel proposition that, as a consequence, considerations of resource scarcity will increase consumers’ interest in and willingness to pay for products that offer self-improvement related benefits.
[ to cite ]:
Kelly Goldsmith, Ali Tezer, and Caroline Roux (2017) ,"When Thoughts of “Having Less” Promote the Desire to Become One’S Best: Reminders of Resource Scarcity Increase the Desire For Self-Improvement", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 85-90.