The Interplay Between Reminders of Resource Scarcity and Quantity-Quality Trade-Offs

We examine how experiencing scarcity impacts quality-quantity trade-off decisions. Across four studies, we find that people experiencing scarcity prefer higher quantity when trade-offs involves larger product quantities. Conversely, people experiencing scarcity prefer higher quality when trade-offs involve smaller product quantities. We propose a theoretical framework to explain this counterintuitive result.



Citation:

Tanya Singh, Laura Goodyear, Beatriz Pereira, and Caroline Roux (2020) ,"The Interplay Between Reminders of Resource Scarcity and Quantity-Quality Trade-Offs", 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: 1225-1225.

Authors

Tanya Singh, Concordia University, Canada
Laura Goodyear, University of Toronto, Canada
Beatriz Pereira, Iowa State University, USA
Caroline Roux, Concordia University, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Testing Theories of Goal Progress within Online Learning

Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA

Read More

Featured

Brand Relationships in a "Post-Fact” World

Luciana Velloso, York University, Canada
Eileen Fischer, York University, Canada

Read More

Featured

How Matte Product Surface Enhances Perceived Durability

Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.