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  • Scarcity, not abundance, enhances consumer creativity, study says

    Photo of Ravi Mehta, a professor of business administration at Illinois.

    Resource scarcity translates into enhanced consumer creativity, according to new research co-written by business professor Ravi Mehta.

    Photo by College of Business


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  • Editor’s note: To contact Ravi Mehta, call 217-265-4081; email

    The paper, titled “Creating When You Have Less: The Impact of Resource Scarcity on Product Use Creativity,” will be published in the Journal of Consumer Research.