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.



Citation:

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.

Authors

Xiushuang Gong, Jiangnan University
Yafeng Fan, Tsinghua University
Ying Ding, Renmin University of China



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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