A Self-Regulatory Model of Resource Scarcity

Forthcoming, Journal of Consumer Psychology

63 Pages Posted: 5 Oct 2016 Last revised: 28 Jan 2018

See all articles by Christopher Cannon

Christopher Cannon

Northwestern University, Kellogg School of Management

Kelly Goldsmith

Vanderbilt University - Marketing

Caroline Roux

Concordia University, Quebec - John Molson School of Business

Date Written: January 27, 2018

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.

Keywords: Resource Scarcity, Financial Deprivation, Commodity Theory, Life History Theory, Self-Regulation, Goals, Compensatory Consumption

Suggested Citation

Cannon, Christopher and Goldsmith, Kelly and Roux, Caroline, A Self-Regulatory Model of Resource Scarcity (January 27, 2018). Forthcoming, Journal of Consumer Psychology. Available at SSRN: https://ssrn.com/abstract=2847748

Christopher Cannon (Contact Author)

Northwestern University, Kellogg School of Management ( email )

Evanston, IL
United States

Kelly Goldsmith

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Caroline Roux

Concordia University, Quebec - John Molson School of Business ( email )

1455 de Maisonneuve Blvd. W.
Montreal, Quebec H3G 1M8
Canada

HOME PAGE: http://https://sites.google.com/site/profcaroroux/

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