Reminders of Resource Scarcity Decrease State Social Self-Esteem and Increase the Desire For Self-Improvement Products
We propose that reminders of resource scarcity increase consumers’ interest in and willingness-to-pay for products offering self-improvement benefits. We further propose that this occurs because reminders of resource scarcity negatively affect consumers’ state social self-esteem, as products offering self-improvement benefits offer consumers a mean to repair their social self-esteem.
Citation:
Ali Tezer, Caroline Roux, and Kelly Goldsmith (2019) ,"Reminders of Resource Scarcity Decrease State Social Self-Esteem and Increase the Desire For Self-Improvement Products", 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.
Authors
Ali Tezer, HEC Montreal, Canada
Caroline Roux, Concordia University, Canada
Kelly Goldsmith, Vanderbilt University, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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