PLOS ONE · 8 authors, 5 centres
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This research demonstrates that individuals experiencing resource scarcity prefer high-intensity sensory consumption (HISC) across auditory, visual, and tactile domains, mediated by reduced self-worth. Both positively and negatively valenced sensory stimuli similarly increase HISC preference. The effect is eliminated in individuals with high self-acceptance, suggesting self-acceptance as a boundary condition for this compensatory consumption.
**Background:** Resource scarcity is a universal experience that creates self-discrepancy and negative affect. Prior research has focused on compensatory consumption symbolically related to the scarcity domain (within-domain), but less is known about across-domain compensatory consumption, particularly at the basic sensory level. This study proposes that high-intensity sensory consumption (HISC) serves as a compensatory mechanism to restore self-worth following resource scarcity, and that self-acceptance moderates this effect.
**Methods:** Four experiments were conducted between May and August 2022. Study 1a (N=96 undergraduates from a Chinese business school) measured perceived resource scarcity using a 4-item scale (α=0.95) and assessed HISC preference by the volume level (0-7 scale) participants selected for a music clip. Linear regression tested the effect of resource scarcity on volume preference. Study 1b (N=191 students and teachers) used a similar design but included both positively valenced (instrumental music) and negatively valenced (jet engine sound) audio clips, pretested with 40 participants. Moderation analysis (PROCESS Model 1) examined whether valence moderated the resource scarcity-HISC relationship. Study 2 (N=182 online participants via Credamo, final N=160) manipulated resource scarcity via an episodic recall task and measured self-worth (4-item scale) and HISC preference in the visual domain using a 7-shade orange color continuum (high vs. low saturation). Mediation analysis (PROCESS Model 4) tested self-worth as a mediator. Study 3 (N=251 online participants, final N=240) used a 2 (resource scarcity vs. abundance) × 2 (high vs. low self-acceptance) between-subjects design. Resource scarcity was manipulated via a savings scale and essay task; self-acceptance was manipulated using a thought-listing exercise adapted from Kim and Gal (2014). HISC preference was measured in the tactile domain using a 12-item need-for-touch scale. Moderated mediation (PROCESS Model 8) tested the conditional indirect effect.
**Key Results:** Study 1a: Resource scarcity significantly predicted higher volume preference (b=0.752, t=11.048, p<0.001). Study 1b: Resource scarcity predicted higher volume for negatively valenced audio (b=0.985, t=15.404, p<0.001). The interaction between resource scarcity and valence was not significant (b=-0.944, SE=0.0925, t=-1.02, p=0.309), indicating that valence did not moderate the effect. Study 2: Resource scarcity reduced self-worth, which in turn increased HISC preference. The indirect effect was significant (b=-1.32, 95% CI [-1.90, -0.76]), and the direct effect remained significant (b=-1.51, 95% CI [-2.10, -0.91]), indicating partial mediation. Study 3: The interaction between resource scarcity and self-acceptance significantly predicted self-worth (B=-2.91, t(238)=-15.81, p<0.01) and HISC (B=2.13, t(238)=-9.70, p<0.01). Simple slope analysis showed that under low self-acceptance, resource scarcity decreased self-worth (simple slope=2.89, t=22.14, p<0.01) and increased HISC (simple slope=-1.60, t=-8.28, p<0.01). Under high self-acceptance, these effects were not significant (self-worth: simple slope=-0.016, t=-0.12, p=0.90; HISC: simple slope=0.50, t=4.56, p<0.01, but in the opposite direction). Moderated mediation was significant for low self-acceptance (b=-0.68, SE=0.16, 95% CI [-1.02, -0.38]) but not for high self-acceptance (b=0.01, SE=0.03, 95% CI [-0.04, 0.06]).
**Clinical Implications:** These findings suggest that resource scarcity triggers a compensatory mechanism through HISC, mediated by reduced self-worth. Self-acceptance serves as a protective factor, eliminating the need for HISC. Clinically, interventions that enhance self-acceptance may reduce maladaptive compensatory behaviors (e.g., overeating, excessive consumption) in individuals experiencing resource scarcity. Marketers and public health officials could leverage these insights to promote healthier sensory alternatives (e.g., bright colors, loud music) over harmful ones (e.g., high-sugar foods). The study also highlights the importance of sensory intensity in consumer behavior, with potential applications in retail and product design.