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Overcoming Resource Scarcity: Consumers’ Response to Gifts Intending to Save Time and Money

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  • Alice Lee-Yoon
  • Grant E. Donnelly
  • Ashley V. Whillans

Abstract

Consumers feel increasingly pressed for time and money. Gifts have the potential to reduce scarcity in recipients’ lives, yet little is known about how recipients perceive gifts given with the intention of saving them time or money. Across five studies (N=1,816), we demonstrate that the recipients of gifts intending to save money experience more negative emotions and infer a lower status position than recipients of gifts intending to save time. Recipients experiencing greater financial scarcity (who may benefit most from gifts intending to save them money), experience negative emotions to a greater extent and perceive an even lower status position than recipients who experience relatively little financial scarcity. These findings are the first to directly evaluate the implications of receiving gifts seeking to address time and money scarcity and suggest that recipients may respond negatively to gifts given with the intention of saving money.

Suggested Citation

  • Alice Lee-Yoon & Grant E. Donnelly & Ashley V. Whillans, 2020. "Overcoming Resource Scarcity: Consumers’ Response to Gifts Intending to Save Time and Money," Journal of the Association for Consumer Research, University of Chicago Press, vol. 5(4), pages 391-403.
    • Handle: RePEc:ucp:jacres:doi:10.1086/709887
    DOI: 10.1086/709887
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    Cited by:

    1. Caroline Roux & Kelly Goldsmith & Christopher Cannon, 2023. "On the role of scarcity in marketing: Identifying research opportunities across the 5Ps," Journal of the Academy of Marketing Science, Springer, vol. 51(6), pages 1197-1202, November.
    2. A. R. Shaheen Hosany & Rebecca W. Hamilton, 2023. "Family responses to resource scarcity," Journal of the Academy of Marketing Science, Springer, vol. 51(6), pages 1351-1381, November.
    3. Gülen Sarial‑Abi & Aulona Ulqinaku & Giampaolo Viglia & Gopal Das, 2023. "The effect of financial scarcity on discretionary spending, borrowing, and investing," Journal of the Academy of Marketing Science, Springer, vol. 51(6), pages 1214-1243, November.
    4. Malika Malika & Durairaj Maheswaran, 2023. "Busy or poor: How time or money scarcity cues differentially impact purchase decisions regarding service firms," Journal of the Academy of Marketing Science, Springer, vol. 51(6), pages 1266-1283, November.

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