Beggars Will Be Choosers: Financial Deprivation Induces Responsiveness to Scarcity

Five studies examine the relationship between financial deprivation and responsiveness (i.e., attention, preference, choice) to scarcity. Results demonstrate that: (1) deprivation induces sensitivity to scarce (vs. abundant) stimuli; (2) sensitivity to scarcity explains consumers’ selection of scarce goods; (3) the motivation to ameliorate feelings of deprivation prompts responsiveness to scarcity.



Citation:

Eesha Sharma and Adam Alter (2011) ,"Beggars Will Be Choosers: Financial Deprivation Induces Responsiveness to Scarcity", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 205-206.

Authors

Eesha Sharma, New York University, USA
Adam Alter, New York University, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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