Resource Scarcity Enhances the Value of Pride

Although it is well-documented that resource scarcity can evoke negative feelings, how consumers regulate such experiences is poorly understood. Four studies show that resource scarcity enhances the value of pride. This occurs because pride is a positive emotion uniquely suited for addressing the underlying loss of control instantiated by scarcity.


Anthony Salerno and Brianna Escoe (2019) ,"Resource Scarcity Enhances the Value of Pride", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 237-242.


Anthony Salerno, University of Cincinnati, USA
Brianna Escoe, University of Cincinnati, USA


NA - Advances in Consumer Research Volume 47 | 2019

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