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...

Choosing what is morally right can be based on the consequences (ends) resulting from the decision - the Consequentialist view - or on the conformity of the means involved with some overarching notion of duty - the Deontological view. Using a series of experiments, we investigate the overall...