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No AccessThe Prosocial Consumer

Can Thoughts of Having Less Ever Promote Prosocial Preferences? The Relationship between Scarcity, Construal Level, and Sustainable Product Adoption

All authors contributed equally, and thus authorship was determined alphabetically. Kelly Goldsmith ([email protected]) is an associate professor of marketing, Owen Graduate School of Management, Vanderbilt University, 401 21st Ave., Nashville, TN 37203. Caroline Roux ([email protected]) is an associate professor of marketing, John Molson School of Business, Concordia University, 1455 De Maisonneuve Blvd. West, Montreal, QC H3G 1M8, Canada. Anne V. Wilson ([email protected]) is a doctoral candidate in marketing, Harvard Business School, Morgan 180, Soldiers Field Road, Boston, MA 02163. The authors gratefully acknowledge the invaluable input of the editors and two reviewers. The authors would also like to thank Ulf Bockenholt, Christopher Cannon, Angela Lee, Derek Rucker, and Brian Sternthal for their thoughtful feedback.

Crossref reports the following articles citing this article:

Family responses to resource scarcity, Journal of the Academy of Marketing Science 51no.66 (Jun 2022)1351–1381.
“Recycle Me!” Product Anthropomorphism Can Increase Recycling Behavior, Journal of the Association for Consumer Research 8no.33 (May 2023)351–363.