Resource Scarcity Spurs Effortful Pursuit of Rewards

Four experiments demonstrate that resource scarcity induces an achievement orientation and consequently spurs consumers’ effortful pursuit of rewards. Consistent with the achievement-based account, the positive effect of scarcity on effort tolerance is moderated by effort perception; consumers’ lay belief about the effort-outcome link; and self-affirmation.



Citation:

Linying (Sophie) Fan, Meng Zhu, and Yuwei Jiang (2017) ,"Resource Scarcity Spurs Effortful Pursuit of Rewards", 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.

Authors

Linying (Sophie) Fan, Hong Kong Polytechnic University, Hong Kong
Meng Zhu, Johns Hopkins University, USA
Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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