【Title】 The impact of resource scarcity on consumer behavior

[Time] 13:30-15:30, December 16, 2020 (Wednesday)

[Venue] 9408 Jingshi Building

[Speaker] Dr. Xue Wang is a candidate for the Department of Marketing, Business School, Chinese University of Hong Kong

Prof. Tong Luqiong, School of Economics and Business Administration, Beijing Normal University

Abstract: Resource scarcity refers to the fact that the resources currently possessed by individuals are insufficient to meet their needs and desires, which will have a series of impacts on individual cognition, behavior and decision-making. This report will sort out and expand the effects of resource scarcity through two topics. Topic 1 focuses on resource scarcity and prosocial behavior. Previous studies have consistently found that lack of resources can reduce prosocial behavior, and researchers proposed that lack of resources can enhance individual prosocial tendencies under specific circumstances. Topic two focuses on resource scarcity and sensory consumption. The lack of resources will encourage individuals to acquire more resources, and this acquisition motivation will lead individuals to pursue products that can bring strong sensory stimulation. The hypothesis and boundary conditions were verified by secondary data, laboratory experiments, field experiments and other methods.

Speaker's CV

Xue Wang graduated from the Department of Psychology at Beijing Normal University and the Department of Social Psychology at the University of Hong Kong. She has published many papers in international and domestic journals, and has won SPSP Graduate Travel Award and JMS Best Paper Award. Her research interests include resource scarcity, prosocial behavior, moral judgment, social mobility, sensory marketing, and artificial intelligence.