Press Releases
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Financial Deprivation Prompts Consumers to Seek Scarce Goods
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Assistant Professor of Marketing Adam Alter and PhD student Eesha Sharma at NYU Stern reveal why people who feel financially constrained might be lured to purchase scarce or rare products—those that aren’t widely available to other people. The authors suggest that consumers who feel financially disadvantaged counteract feelings of financial deprivation by acquiring these scarce products, precisely because they seem unavailable to others.
Press Releases
—

Assistant Professor of Marketing Adam Alter and PhD student Eesha Sharma at NYU Stern reveal why people who feel financially constrained might be lured to purchase scarce or rare products—those that aren’t widely available to other people. The authors suggest that consumers who feel financially disadvantaged counteract feelings of financial deprivation by acquiring these scarce products, precisely because they seem unavailable to others.