Scarcity flipclock4/3/2023 ![]() ![]() As the field of consumer behavior developed in the 1970s and 1980s, researchers began to highlight challenges faced by consumers with scarce resources (Hill 2008). The more recent interest in the effects of scarcity on consumer behavior follows decades of earlier work on the topic. Roundtables on the topic of scarcity convened at the 20 Association for Consumer Research Conferences drew large numbers of attendees, highlighting the opportunity to bring together work on this topic in a special issue of the Journal of the Association for Consumer Research. 2019a), and integrated work on product and resource scarcity to better understand the consumer decision journey (Hamilton et al. Recent conceptual papers have highlighted the effects of resource scarcity on consumer self-regulation (Cannon, Goldsmith, and Roux 2019), reviewed the effects of financial constraints on consumer decision making (Hamilton et al. In 2013, Mullainathan and Shafir published their book Scarcity: Why Having Too Little Means So Much, which proposed that scarcity of diverse resources, such as money and time, can have similar cognitive and behavioral consequences. Over the past decade, there has been a surge of academic interest in scarcity, perhaps triggered by the 2008 financial crisis, and likely to be accelerated by scarcity related to the COVID-19 global pandemic. Scarcity may be short-term, triggered by the loss of a job or by product stockouts, or it may be chronic, related to a consumer’s socioeconomic status. A consumer’s ability to meet consumption goals may be challenged by scarcity of resources, such as money or time, or scarcity of products. This special issue brings together research examining the impact of scarcity on consumer decision making. Metaverse: Consumer Behavior and Well-Being. ![]() Automation in Marketing and Consumption.Children and Adolescent Consumer Behavior: Foundations and New Research Directions.Narratives: Understanding How Consumers Use and Respond to Stories.Climate Change: Consumer Understanding, Response, and Interventions.MenuDrawerCloseText menuDrawerOpenText Home ![]()
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