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Keywords: Resource scarcity
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (13): 31–54.
Published: 28 March 2025
...Rajat Roy; Vik Naidoo Purpose 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...
Includes: Supplementary data
