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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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