De-Democratizing Search: When Financial Resources Scarcity Decreases Opportunity Cost Consideration

Decades of evidence have shown that financial resource scarcity increases opportunity cost consideration. We provide more nuance to that finding by theorizing and showing in four studies that when the cost of obtaining information is low (high), scarcity decreases (increases) opportunity cost consideration.


Diogo Hildebrand, Daniel Fernandes, Jannine Lasaleta, and Leandro Malloy-Diniz (2020) ,"De-Democratizing Search: When Financial Resources Scarcity Decreases Opportunity Cost Consideration", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 404-405.


Diogo Hildebrand, Baruch College, USA
Daniel Fernandes, Catholic University of Portugal, Portugal
Jannine Lasaleta, Yeshiva University
Leandro Malloy-Diniz, Federal University of Minas Gerais School of Medicine, Brazil


NA - Advances in Consumer Research Volume 48 | 2020

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