The Effect of Resource Scarcity on Advice-Taking

This research examines the effect of resource scarcity (i.e., time and money scarcity) in the domain of advice taking. We show that time and money scarcity lead to lower advice-taking tendency compared to control. This occurs because scarcity decreases perceptions of similarity between the self and the advisor.


Jane So and Nidhi Agrawal (2020) ,"The Effect of Resource Scarcity on Advice-Taking", 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: 698-672.


Jane So, City University of Hong Kong, China
Nidhi Agrawal, University of Washington, USA


NA - Advances in Consumer Research Volume 48 | 2020

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