Consumers often encounter reminders of resource scarcity. However, relatively little is known about the psychological processes that such reminders instantiate. In this article, we posit that reminders of resource scarcity activate a competitive orientation, which guides consumers’ decision...

Extrinsic incentives play a key role in motivating behavior. However, conflicting findings have been observed with respect to the effectiveness of various extrinsic incentives (e.g., a cash reward vs. a donation to charity) in motivation. We propose a novel framework that accounts for these...