Project Title

Add to Cart: Effect of Self-Control and Supply Scarcity on Purchasing Behavior

Faculty Mentor(s) Name(s)

Dr. Whitney Heppner

Abstract

Background: Scarcity has been shown to be a robust motivator of action, especially with regard to decision-making. As well, past research has indicated that high-trait self-control tends to positively correlate with a variety of self-regulatory behaviors. Similar to Cheung et al. (2015), the current study examined the combined influence of scarcity messaging and trait self-control. but in the domain of consumer behavior of college students. We predicted that those low in trait self-control (TSC) will display more impulsivity in decision making compared to those high in TSC. However, we expect this effect to be amplified by scarcity messaging for their purchasing decisions. Methods: In this study (N=169), students at a Southeastern public liberal arts institution completed a survey that first, asked some demographic and individual difference questions, especially Trait Self-Control (Tangney et al., 2004). As well, they generated items that they would need to buy versus want to buy if they had varying amounts of money available. Then participants made a hypothetical choice between these two options, thus setting up a choice dilemma... Half of the participants were randomly assigned to make these choices with scarcity messages attached (e.g., “low in stock”); the other half saw no additional messages. One decision dilemma was presented for each of three price ranges: 20, 50, and 100 dollars. Results: For our primary hypothesis, we expect a 2 (TSC: high vs. low) X 2 (Messaging: control vs. scarce) interaction such that low levels of trait self-control will correlate with higher levels of selecting wanted items than needed items; in addition, we expect this correlation will be stronger for those in the scarce message condition. Broader implications: If the hypothesis is supported, then consumers with low self-control could have empirical evidence emphasizing the need for awareness of how scarcity messages affect their purchasing decisions.

This document is currently not available here.

Share

COinS
 

Add to Cart: Effect of Self-Control and Supply Scarcity on Purchasing Behavior

Background: Scarcity has been shown to be a robust motivator of action, especially with regard to decision-making. As well, past research has indicated that high-trait self-control tends to positively correlate with a variety of self-regulatory behaviors. Similar to Cheung et al. (2015), the current study examined the combined influence of scarcity messaging and trait self-control. but in the domain of consumer behavior of college students. We predicted that those low in trait self-control (TSC) will display more impulsivity in decision making compared to those high in TSC. However, we expect this effect to be amplified by scarcity messaging for their purchasing decisions. Methods: In this study (N=169), students at a Southeastern public liberal arts institution completed a survey that first, asked some demographic and individual difference questions, especially Trait Self-Control (Tangney et al., 2004). As well, they generated items that they would need to buy versus want to buy if they had varying amounts of money available. Then participants made a hypothetical choice between these two options, thus setting up a choice dilemma... Half of the participants were randomly assigned to make these choices with scarcity messages attached (e.g., “low in stock”); the other half saw no additional messages. One decision dilemma was presented for each of three price ranges: 20, 50, and 100 dollars. Results: For our primary hypothesis, we expect a 2 (TSC: high vs. low) X 2 (Messaging: control vs. scarce) interaction such that low levels of trait self-control will correlate with higher levels of selecting wanted items than needed items; in addition, we expect this correlation will be stronger for those in the scarce message condition. Broader implications: If the hypothesis is supported, then consumers with low self-control could have empirical evidence emphasizing the need for awareness of how scarcity messages affect their purchasing decisions.