Understanding Scarcity: From Marketing to Policy, Management, and Beyond

Christopher Cannon, Caroline Roux and Kelly Goldsmith

Foundations and Trends(R) in Marketing, 2024, vol. 19, issue 1, 1-63

Abstract: In a world where resources are increasingly perceived as scarce, understanding the nature of scarcity and its profound effects on human behavior has never been more critical. This monograph delves into the multifaceted dimensions of scarcity—its antecedents, manifestations, and consequences —inviting readers to explore how scarcity shapes our decisions, relationships, and societal structures. From the psychological implications of time and money scarcity to the interpersonal dynamics that arise when individuals navigate differing levels of resource availability, this work unravels the complex ways in which scarcity can influence thinking and behavior. Scarcity can drive innovation, spur creativity, and even foster resilience; yet, it also carries the weight of negative consequences like impatience and selfishness. This monograph examines the delicate balance between abundance and scarcity, challenges conventional notions, and illuminates pathways for future research. Through illuminating the rich landscape of scarcity, the authors offer not only theoretical insights but also practical implications for marketers, policymakers, and everyday individuals seeking to thrive amidst resource constraints.

Date: 2024
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