“…To understand how consumers respond to discrepancies in resource levels, we draw upon prior research that suggests that people can respond to discrepancies in current and desired states either directly or indirectly. For example, individuals with high self-esteem self-enhance by directly linking Mittal and Griskevicius (2014), Roux et al (2015), Tully et al (2015) Imagining growing up with resource scarcity Briers and Laporte (2013), Mehta and Zhu (2016) Listing what one cannot do without different resources Roux et al (2015) Perceived time scarcity Kurtz (2008) Performing or observing the act of emptying Levontin et al (2015) Induced hunger Aarøe and Petersen (2013), Briers et al (2006) Inman et al (1997), Lynn (1989), Verhallen and Robben (1994), Worchel et al (1975), Zhu and Ratner (2015) Time restrictions Brannon and Brock (2001a), Inman et al (1997), Suri, Kohli, and Monroe (2007) Scarcity appeals Bozzolo and Brock (1992) Laran and Salerno (2013) Lexical decision task Laran and Salerno (2013), Zhu and Ratner (2015) oneself with positive identities, whereas individuals with low self-esteem self-enhance by indirectly linking oneself with other individuals with positive identities (Brown, Collins, & Schmidt, 1988). In addition, guilt-laden individuals remedy their wrongdoings directly by engaging in reparative action, whereas shame-laden individuals respond to their wrongdoing indirectly by regulating their emotional responses (Duhachek, Agrawal, & Han, 2012;Tangney, Stuewig, & Mashek, 2007).…”