Competitive Mindset: Does Scarcity Call For Selfishness?

We show that priming the concept of scarcity activates a competitive mindset, which affects subsequent judgments and behaviors by motivating people to pursue self-focused goals. These predictions are tested across five studies, which provide novel insights into the psychology of scarcity and its effects on consumer judgment and decision making.


Caroline Roux, Kelly Goldsmith, and Andrea Bonezzi (2013) ,"Competitive Mindset: Does Scarcity Call For Selfishness?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Caroline Roux, Northwestern University, USA
Kelly Goldsmith, Northwestern University, USA
Andrea Bonezzi, New York University, USA


NA - Advances in Consumer Research Volume 41 | 2013

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