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The preference for scarcity : a developmental and comparative perspective
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John, Maria, Melis, Alicia P., Read, Daniel, Rossano, Federico and Tomasello, Michael (2018) The preference for scarcity : a developmental and comparative perspective. Psychology & Marketing, 35 (8). pp. 603-615. doi:10.1002/mar.21109 ISSN 0742-6046.
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Official URL: https://doi.org/10.1002/mar.21109
Abstract
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.
Item Type: | Journal Article | ||||||||
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Subjects: | H Social Sciences > HF Commerce | ||||||||
Divisions: | Faculty of Social Sciences > Warwick Business School > Behavioural Science Faculty of Social Sciences > Warwick Business School |
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Library of Congress Subject Headings (LCSH): | Marketing -- Psychological aspects, Adulthood, Children, Chimpanzees | ||||||||
Journal or Publication Title: | Psychology & Marketing | ||||||||
Publisher: | British Psychological Society | ||||||||
ISSN: | 0742-6046 | ||||||||
Official Date: | August 2018 | ||||||||
Dates: |
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Volume: | 35 | ||||||||
Number: | 8 | ||||||||
Page Range: | pp. 603-615 | ||||||||
DOI: | 10.1002/mar.21109 | ||||||||
Status: | Peer Reviewed | ||||||||
Publication Status: | Published | ||||||||
Access rights to Published version: | Restricted or Subscription Access | ||||||||
Date of first compliant deposit: | 16 April 2018 | ||||||||
Date of first compliant Open Access: | 7 May 2020 |
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