One of the basic assumptions of standard economic theory is that individuals' behavior is solely guided by the quest for the highest possible material outcome. However, there is ample evidence of additional factors influencing individuals' behavior as well. Besides individual-specific factors,...

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...