Curb Your “Wastism”: Interplay Between the Abundance Mindset and Non-Abundance Cues on Waste

Meng Zhu, Carnegie Mellon University, USA
Ajay Kalra, Rice University, USA
We theorize that people are in a default abundance mindset, which accentuates the need for convenience in consumption and consequently increases waste. We demonstrate that non-abundance cues can trigger a conservation goal and decrease waste in unrelated domains. Interestingly, this decrease vanishes when participants first get a chance to conserve.
[ to cite ]:
Meng Zhu and Ajay Kalra (2011) ,"Curb Your “Wastism”: Interplay Between the Abundance Mindset and Non-Abundance Cues on Waste", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.