![Journal cover image](https://secure.syndetics.com/index.aspx?isbn=/lc.gif&issn=2378-1823&client=dukeuniv)
Monetary scarcity leads to increased desire for assortment
Publication
, Journal Article
Kerckhove, AV; Lunardo, R; Fitzsimons, GJ
Published in: Journal of the Association for Consumer Research
October 1, 2020
Money is a unique resource that provides considerable freedom and options to consumers. Restrictions on money may have a broader impact on consumers than similar restrictions to other desirable resources. In the first two studies, we show that within two different resources, money and space, only money prompts a stronger desire for a large assortment. In two subsequent studies, we find that when individuals face monetary scarcity, they place more value on their freedom of choice, in that they are dissatisfied with small assortments (study 3) and tend to prefer to keep their choice options open (study 4). Importantly, this effect is especially strong among highly reactant consumers.
Duke Scholars
Altmetric Attention Stats
Dimensions Citation Stats
Published In
Journal of the Association for Consumer Research
DOI
EISSN
2378-1823
ISSN
2378-1815
Publication Date
October 1, 2020
Volume
5
Issue
4
Start / End Page
377 / 390
Related Subject Headings
- 3506 Marketing
- 1503 Business and Management
Citation
APA
Chicago
ICMJE
MLA
NLM
Kerckhove, A. V., Lunardo, R., & Fitzsimons, G. J. (2020). Monetary scarcity leads to increased desire for assortment. Journal of the Association for Consumer Research, 5(4), 377–390. https://doi.org/10.1086/709889
Kerckhove, A. V., R. Lunardo, and G. J. Fitzsimons. “Monetary scarcity leads to increased desire for assortment.” Journal of the Association for Consumer Research 5, no. 4 (October 1, 2020): 377–90. https://doi.org/10.1086/709889.
Kerckhove AV, Lunardo R, Fitzsimons GJ. Monetary scarcity leads to increased desire for assortment. Journal of the Association for Consumer Research. 2020 Oct 1;5(4):377–90.
Kerckhove, A. V., et al. “Monetary scarcity leads to increased desire for assortment.” Journal of the Association for Consumer Research, vol. 5, no. 4, Oct. 2020, pp. 377–90. Scopus, doi:10.1086/709889.
Kerckhove AV, Lunardo R, Fitzsimons GJ. Monetary scarcity leads to increased desire for assortment. Journal of the Association for Consumer Research. 2020 Oct 1;5(4):377–390.
![Journal cover image](https://secure.syndetics.com/index.aspx?isbn=/lc.gif&issn=2378-1823&client=dukeuniv)
Published In
Journal of the Association for Consumer Research
DOI
EISSN
2378-1823
ISSN
2378-1815
Publication Date
October 1, 2020
Volume
5
Issue
4
Start / End Page
377 / 390
Related Subject Headings
- 3506 Marketing
- 1503 Business and Management