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The preference for scarcity: A developmental and comparative perspective

Publication ,  Journal Article
John, M; Melis, AP; Read, D; Rossano, F; Tomasello, M
Published in: Psychology and Marketing
August 1, 2018

Human adults often show a preference for scarce over abundant goods. In this paper, we investigate whether this preference was shared by 4- and 6-year-old children as well as chimpanzees, humans’ nearest primate relative. Neither chimpanzees nor 4-year-olds displayed a scarcity preference, but 6-year-olds did, especially in the presence of competitors. We conclude that scarcity preference is a human-unique preference that develops as humans increase their cognitive skills and social experiences with peers and competitors. We explore different potential psychological explanations for scarcity preference and conclude scarcity preference is based on children's fear of missing out an opportunity, especially when dealing with uncertainty or goods of unknown value in the presence of competitors. Furthermore, the results are in line with studies showing that supply-based scarcity increases the desirability of hedonic goods, suggesting that even as early as 6 years of age humans may use scarce goods to feel unique or special.

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Published In

Psychology and Marketing

DOI

EISSN

1520-6793

ISSN

0742-6046

Publication Date

August 1, 2018

Volume

35

Issue

8

Start / End Page

603 / 615

Related Subject Headings

  • Marketing
  • 52 Psychology
  • 35 Commerce, management, tourism and services
  • 17 Psychology and Cognitive Sciences
  • 15 Commerce, Management, Tourism and Services
 

Citation

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John, M., Melis, A. P., Read, D., Rossano, F., & Tomasello, M. (2018). The preference for scarcity: A developmental and comparative perspective. Psychology and Marketing, 35(8), 603–615. https://doi.org/10.1002/mar.21109
John, M., A. P. Melis, D. Read, F. Rossano, and M. Tomasello. “The preference for scarcity: A developmental and comparative perspective.” Psychology and Marketing 35, no. 8 (August 1, 2018): 603–15. https://doi.org/10.1002/mar.21109.
John M, Melis AP, Read D, Rossano F, Tomasello M. The preference for scarcity: A developmental and comparative perspective. Psychology and Marketing. 2018 Aug 1;35(8):603–15.
John, M., et al. “The preference for scarcity: A developmental and comparative perspective.” Psychology and Marketing, vol. 35, no. 8, Aug. 2018, pp. 603–15. Scopus, doi:10.1002/mar.21109.
John M, Melis AP, Read D, Rossano F, Tomasello M. The preference for scarcity: A developmental and comparative perspective. Psychology and Marketing. 2018 Aug 1;35(8):603–615.
Journal cover image

Published In

Psychology and Marketing

DOI

EISSN

1520-6793

ISSN

0742-6046

Publication Date

August 1, 2018

Volume

35

Issue

8

Start / End Page

603 / 615

Related Subject Headings

  • Marketing
  • 52 Psychology
  • 35 Commerce, management, tourism and services
  • 17 Psychology and Cognitive Sciences
  • 15 Commerce, Management, Tourism and Services