Deviating From the Majority When Resources Are Scarce: the Effect of Resource Scarcity on Preference For Minority-Endorsed Products
The less resources people have, the more they are worried about being deprived of. Through four studies, we demonstrate that resource scarcity leads people to prefer minority-endorsed products, and this effect is driven by resource deprivation concern. We further examined the moderating role of perceived economic mobility.
Xiushuang Gong, Yafeng Fan, and Ying Ding (2018) ,"Deviating From the Majority When Resources Are Scarce: the Effect of Resource Scarcity on Preference For Minority-Endorsed Products", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 567-568.
Xiushuang Gong, Jiangnan University
Yafeng Fan, Tsinghua University
Ying Ding, Renmin University of China
NA - Advances in Consumer Research Volume 46 | 2018
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