Knowledge that Transforms

Academics have shown a growing interest in the effects of resource scarcity—a discrepancy between one's current resource levels and a higher, more desirable reference point. However, the existing literature lacks an overarching theory to explain the breadth of findings across different types of resources. To address this, we introduce a self‐regulatory model of resource scarcity. In it, we propose that consumers respond to resource scarcity through two distinct psychological pathways: a scarcity‐reduction route aimed at reducing the discrepancy in resources and a control‐restoration route aimed at reestablishing diminished personal control by attaining security in other domains. We explain how a key determinant of which route the consumer will pursue is the perceived mutability of the resource discrepancy. We also specify moderators, based on our proposed model, to identify when each of the two routes is pursued. This model is assessed in the context of alternative theoretical perspectives, including commodity theory, life history theory, and models of compensatory behavior. Finally, we provide a research agenda for those interested in studying the psychology of resource scarcity from a self‐regulatory perspective.

We suggest that text readability plays an important role in driving consumer engagement on social media. Consistent with a processing fluency account, we find that easy‐to‐read posts are more liked, commented on, and shared on social media. We analyze over 4,000 Facebook posts from Humans of New York, a popular photography blog on social media, over a 3‐year period to see how readability shapes social media engagement. The results hold when controlling for photo features, story valence, and other content‐related characteristics. Experimental findings further demonstrate the causal impact of readability and the processing fluency mechanism in the context of a fictitious brand community. This research articulates the impact of processing fluency on brief word‐of‐mouth transmissions in the real world while empirically demonstrating that readability as a message feature matters. It also extends the impact of processing fluency to a novel behavioral outcome: commenting and sharing actions.

Whether the result of mispronouncing a fancy brand name, miscalculating a tip, purchasing a sensitive product, or stumbling into a product display, embarrassment is an important part of the consumer landscape. Embarrassment has traditionally been considered a social emotion, one that can only be experienced in public. In this paper, we offer a comprehensive review of consumer embarrassment and consider situations in which embarrassment can affect consumer behavior in both public and private contexts. We define embarrassment using this broader conceptualization and outline the transgressions that might trigger embarrassment in consumption contexts. We also discuss the diverse implications of embarrassment for consumer behavior, and review the strategies that both consumers and practitioners can use to mitigate embarrassment and its negative consequences. We hope this framework will stimulate new research on consumer embarrassment in both public and private contexts.