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Scarcity Applications for Consumer Psychology: Increasing Pro-Social and Healthy Behaviour
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Orientador(es)
Resumo(s)
This thesis builds upon different scarcity streams in consumer
psychology literature to promote healthier and prosocial habits, such as
waste reduction and future optimism. Across 18 experiments, this
research uncovers the importance of scarcity investigation in other to
improve consumers' decisions. First, it sheds light on how controlling
scarcity with different mindsets can prompt future orientation.
Specifically, we posit that the difficulty in regulating scarcity makes
people focus on resource deprivation causing scarcity myopia. Results
establish that scarcity immutability (low vs. high), based on the human
possibility to change deprivation with their own effort, prompts
consumers to have constructive future-mindedness (i.e., future
temporal focus). Findings from chapters 1 and 4 emphasize the
importance of looking ahead to revoke scarcity myopia, which has
several positive outcomes, such as a more optimistic focus, the
motivation to pursue other goals, and less short-sighted consumption
decisions. Further, in chapter 2, several experiments (i.e., online, eyetracking,
and field experiments) show the importance of abstract
thinking to revoke the food aesthetics bias and contribute to reducing
food waste of low aesthetics products. Following the importance of
understanding resource scarcity for sustainability matters, we further show which identity self-signals influences consumers' perceptions
towards slow fashion. Taken together, the findings have critical
implications for researchers, managers, and public policymakers on how
to mitigate resource scarcity and how to deal with different scarcity
mindsets.
Descrição
A thesis submitted in partial fulfillment of the requirements for the degree of Doctor in Information Management, specialization in Survey Methodologies and Marketing Research
Palavras-chave
scarcity applications applications consumer psychology increasing pro-social behaviour healthy behaviour