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Cognitive And Affective Scarcities And Relational Abundance: Lessons From The Confluence Of Extreme And Chronic Scarcities In Subsistence Marketplaces, Madhu Viswanathan

Marketing & Business Law Faculty Works

Research on subsistence marketplaces provides a number of insights about extreme and chronic resource scarcity as well as intangible scarcities in cognitive and affective realms. These insights have been developed from a variety of sources—quantitative and qualitative research, as well as education for communities and for students through a symbiotic academic-social enterprise. These insights are juxtaposed with extant work on scarcity in consumer research, to derive implications for future research and stimulate thinking on a broad variety of scarcities. Our holistic deep dive into extreme scarcity and its multiple dimensions from the perspective of consumer behavior has much to offer …