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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