On the Psychology of Scarcity: When Reminders of Resource Scarcity Promote Selfish (and Generous) Behavior
On the Psychology of Scarcity: When Reminders of Resource Scarcity Promote Selfish (and Generous) Behavior
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DOI：
10.2139/ssrn.2147919
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发表时间：
2015-08
期刊：
影响因子：
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通讯作者：
C. Roux;Kelly Goldsmith;Andrea Bonezzi
中科院分区：
文献类型：
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作者：
C. Roux;Kelly Goldsmith;Andrea Bonezzi
消费者经常遇到资源稀缺的提醒。然而，相对而言，人们对这种提醒所体现的心理过程知之甚少。在这篇文章中，我们认为，资源稀缺的提醒激活了竞争导向，引导消费者的决策，以提高自己的福利。此外，我们揭示了这种倾向可以表现在自私的行为中，也可以表现在慷慨的行为中，在慷慨允许个人收益的情况下。因此，目前的研究提供了一个更微妙的理解，为什么资源稀缺可能会促进在不同情况下表现出自私或慷慨的行为，并提供了一种方法来调和看似矛盾的先前发现。
Consumers often encounter reminders of resource scarcity. However, relatively little is known about the psychological processes that such reminders instantiate. In this article, we posit that reminders of resource scarcity activate a competitive orientation, which guides consumers’ decision making towards advancing their own welfare. Further, we reveal that this tendency can manifest in behaviors that appear selfish, but also in behaviors that appear generous, in conditions where generosity allows for personal gains. The current research thus offers a more nuanced understanding of why resource scarcity may promote behaviors that appear either selfish or generous in different contexts, and provides one way to reconcile seemingly conflicting prior findings.