Does resource scarcity promote selfish or selfless behaviours? A nuanced perspective through the lens of nostalgia

Rajat Roy; Vik Naidoo

Does resource scarcity promote selfish or selfless behaviours? A nuanced perspective through the lens of nostalgia

Bond Business School

Research output: Contribution to journal › Article › Research › peer-review

Abstract

In the presence of nostalgia, the authors found that exposure to scarce (vs. non-scarce) resources encouraged higher intention to donate, promoted actual donations, motivated less stockpiling behaviour and adhered to purchase restrictions for a scarce commodity. This was reversed without nostalgia, and when subjects experienced scarce (vs. non-scarce) resources. The combined effect of nostalgia and scarcity was mediated through empathy.

Original language	English
Pages (from-to)	1-24
Number of pages	24
Journal	European Journal of Marketing
Publication status	Published - Mar 2025

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https://www.emerald.com/insight/content/doi/10.1108/ejm-04-2024-0303/full/htmlLicence: CC BY

Cite this

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title = "Does resource scarcity promote selfish or selfless behaviours? A nuanced perspective through the lens of nostalgia",

abstract = "In the presence of nostalgia, the authors found that exposure to scarce (vs. non-scarce) resources encouraged higher intention to donate, promoted actual donations, motivated less stockpiling behaviour and adhered to purchase restrictions for a scarce commodity. This was reversed without nostalgia, and when subjects experienced scarce (vs. non-scarce) resources. The combined effect of nostalgia and scarcity was mediated through empathy.",

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AB - In the presence of nostalgia, the authors found that exposure to scarce (vs. non-scarce) resources encouraged higher intention to donate, promoted actual donations, motivated less stockpiling behaviour and adhered to purchase restrictions for a scarce commodity. This was reversed without nostalgia, and when subjects experienced scarce (vs. non-scarce) resources. The combined effect of nostalgia and scarcity was mediated through empathy.

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