Cited by 280Decision-Making and Behavioral EconomicsConsumer Behavior in Brand Consumption and IdentificationDeath Anxiety and Social Exclusion

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A Self‐Regulatory Model of Resource Scarcity

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Cannon, Christopher, Goldsmith, Kelly, Roux, Caroline·2019·Journal of Consumer Psychology

DOI 10.1002/jcpy.1035

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Abstract

Academics have shown a growing interest in the effects of resource scarcity—a discrepancy between one's current resource levels and a higher, more desirable reference point. However, the existing literature lacks an overarching theory to explain the breadth of findings across different types of resources. To address this, we introduce a self‐regulatory model of resource scarcity. In it, we propose that consumers respond to resource scarcity through two distinct psychological pathways: a scarcity‐reduction route aimed at reducing the discrepancy in resources and a control‐restoration route aimed at reestablishing diminished personal control by attaining security in other domains. We explain how a key determinant of which route the consumer will pursue is the perceived mutability of the resource discrepancy. We also specify moderators, based on our proposed model, to identify when each of the two routes is pursued. This model is assessed in the context of alternative theoretical perspectives, including commodity theory, life history theory, and models of compensatory behavior. Finally, we provide a research agenda for those interested in studying the psychology of resource scarcity from a self‐regulatory perspective.

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Authors: Cannon, C., Goldsmith, K., & Roux, C.
Affiliations: Northwestern University (US)
Vanderbilt University (US)
Concordia University (CA)
Corresponding author: Cannon, Christopher
ORCID: Cannon, Christopher
Goldsmith, Kelly
Roux, Caroline
Venue: Journal of Consumer Psychology
Publisher: Wiley
Published: 2018-02-26
Volume: 29
Issue: 1
Pages: 104-127
ISSN: 1057-7408 (ISSN-L)
1532-7663
DOI: 10.1002/jcpy.1035
OpenAlex: W2529428667
Cited by: 280
References: 132
Citations by year: 2026: 34 · 2025: 45 · 2024: 36 · 2023: 44 · 2022: 46 · 2021: 36 · 2020: 26 · 2019: 7 · 2018: 6
FWCI: 15.66
Type: journal article
Language: en
Open access: green
papers.ssrn.com
Licence: onlinelibrary.wiley.com/termsAndConditions#vor (vor)
Locations: Journal of Consumer Psychology (publishedVersion)
SSRN Electronic Journal (submittedVersion)
Topics: Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Social Sciences › Psychology › Social Psychology › Death Anxiety and Social Exclusion
Keywords: resource constraints, self-regulation, personal control, security, commodity theory, life history theory, compensatory behavior, consumer behavior

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A Self‐Regulatory Model of Resource Scarcity

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