Does resource scarcity promote selfish or selfless behaviours? A nuanced perspective through the lens of nostalgia
Rajat Roy, Vik Naidoo
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-
Past literature shows that resource scarcity can promote self-oriented behaviours while suppressing other-focused behaviours. This paper aims to study how nostalgia can encourage other-focused behaviours in the face of resource scarcity based on its restorative and social properties.
The authors test the hypotheses across different contexts of prosocial behaviour: Study 1 (n = 298) measured intention to donate to a charity; Study 2 (n = 491) measured actual donations to charity; Study 3 (n = 290) introduced a pandemic-induced scarcity situation, while Study 4 (n = 360) introduced managerial realism.
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.
Future research can delve into different ways of manipulating nostalgia (e.g. through music, images and scent) to supplement the manipulation of recalling nostalgic events. The current research has implications for nostalgia and scarcity theory by demonstrating how nostalgia can influence pro-social behaviours to encourage sharing limited resources.
This work’s findings have several implications for practice since scarcity is ubiquitous and often experienced daily. For example, during times of scarcity (e.g. during an economic recession), promotional campaigns that incorporate nostalgic moments can be designed to encourage pro-social behaviours (e.g. charity).
The conceptual model proposed in the current work is novel and has not been studied before. In terms of methodology, this research uses a unique “manipulation of mediator” design along with the conventional “measurement of mediator” design to provide rigorous causal evidence for the underpinning process.
Past literature shows that resource scarcity can promote self-oriented behaviours while suppressing other-focused behaviours. This paper aims to study how nostalgia can encourage other-focused behaviours in the face of resource scarcity based on its restorative and social properties. The authors test the hypotheses across different contexts of prosocial behaviour: Study 1 (n = 298) measured intention to donate to a charity; Study 2 (n = 491) measured actual donations to charity; Study 3 (n = 290) introduced a pandemic-induced scarcity situation, while Study 4 (n = 360) introduced managerial realism. 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. Future research can delve into different ways of manipulating nostalgia (e.g. through music, images and scent) to supplement the manipulation of recalling nostalgic events. The current research has implications for nostalgia and scarcity theory by demonstrating how nostalgia can influence pro-social behaviours to encourage sharing limited resources. This work’s findings have several implications for practice since scarcity is ubiquitous and often experienced daily. For example, during times of scarcity (e.g. during an economic recession), promotional campaigns that incorporate nostalgic moments can be designed to encourage pro-social behaviours (e.g. charity). The conceptual model proposed in the current work is novel and has not been studied before. In terms of methodology, this research uses a unique “manipulation of mediator” design along with the conventional “measurement of mediator” design to provide rigorous causal evidence for the underpinning process. Read More
