Squeezed: Effects of Constraint on Consumer Planning

We report four studies investigating the relationship between resource constraint and consumer planning. We differentiate two kinds of planning: “efficiency” and “prioritization.” Efficiency planning is prevalent under conditions of moderate constraint. As constraint increases, efficiency planning delays prioritization, making it too little, too late for many.



Citation:

Philip M. Fernbach, John G. Lynch, and Christina Kan (2013) ,"Squeezed: Effects of Constraint on Consumer Planning ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Philip M. Fernbach, University of Colorado, USA
John G. Lynch, University of Colorado, USA
Christina Kan, University of Colorado, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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