When Thoughts of “Having Less” Promote the Desire to Become One’S Best: Reminders of Resource Scarcity Increase the Desire For Self-Improvement
Prior research has shown that resource scarcity promotes the desire to advance one’s own welfare. We draw from this work to offer the novel proposition that, as a consequence, considerations of resource scarcity will increase consumers’ interest in and willingness to pay for products that offer self-improvement related benefits.
Kelly Goldsmith, Ali Tezer, and Caroline Roux (2017) ,"When Thoughts of “Having Less” Promote the Desire to Become One’S Best: Reminders of Resource Scarcity Increase the Desire For Self-Improvement", 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.
Kelly Goldsmith, Vanderbilt University, USA
Ali Tezer, HEC Montréal, Canada
Caroline Roux, Concordia University, Canada
NA - Advances in Consumer Research Volume 45 | 2017
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