Scarcity and the Intrinsic Motivation to Learn
How does a scarcity (vs. abundance) mindset impact the origination of consumer motivation when no external contingencies are provided? Four experiments demonstrate that scarcity salience hinders the origination of intrinsic motivation, an effect that is mediated by the sense of psychological freedom and moderated in the presence of external rewards.
Yuechen Wu and Meng Zhu (2017) ,"Scarcity and the Intrinsic Motivation to Learn", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 356-361.
Yuechen Wu, University of Maryland, USA
Meng Zhu, Johns Hopkins University, USA
NA - Advances in Consumer Research Volume 45 | 2017
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Nazli Gurdamar Okutur, London Business School, UK
Jonathan Zev Berman, London Business School, UK
Consumer’s Local-Global Identity and Price-Quality Associations
Zhiyong Yang, University of North Carolina at Greensboro
Sijie Sun, University of Texas at Arlington
Ashok K Lalwani, Indiana University, USA
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John Yi, University of Arizona, USA
Caleb Warren, University of Arizona, USA