Insights Into the Concept of Underconsumption and the Internal and External Mechanisms Consumers Utilize to Underconsume

While prior research has used the term underconsumption to characterize certain behavior patterns in consumers (e.g. Heath and Soll 1996), research is currently lacking an understanding of the phenomena of underconsumption. The current research aims to define the construct of underconsumption based on previous consumer research, including research on topics such as frugality (Lastovicka et al. 1999), tightwaddism (Rick, Cryder, and Loewenstein 2007), and hyperopia (Haws and Poynor 2008). Furthermore, this research also provides an understanding of the external and internal mechanisms that consumers utilize to maintain lower amounts of consumption. An exploratory study is conducted to delineate the construct of underconsumption and investigate the mechanisms that consumers utilize.


Jonathan Hasford (2010) ,"Insights Into the Concept of Underconsumption and the Internal and External Mechanisms Consumers Utilize to Underconsume", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 812-813 .


Jonathan Hasford, University of Kentucky, USA


NA - Advances in Consumer Research Volume 37 | 2010

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