Family responses to resource scarcity

Asheeabee Shaheen Hosany, Rebecca Hamilton

Research output: Contribution to journalArticlepeer-review


Resource scarcity, manifested through limited time, money or space, is a prevalent aspect of family life. Drawing on depth interviews with 30 families from diverse demographic backgrounds, this study develops a framework to demonstrate how families respond to resource scarcity. Our research examines how multi-dimensional, concurrent and/or consecutive life events, such as job changes, house moves, or childbirth, create a mismatch between available and required resources to trigger situational resource scarcity. We identify different patterns of adjustments in consumption and resource investment over time, based on families’ chronic resources and reliance on support networks. Notably, the greater flexibility afforded by multiple family members is constrained by collective goals, domains of control, tensions and negotiations.
Original languageEnglish
JournalJournal of the Academy of Marketing Science
Early online date30 Jun 2022
Publication statusPublished - 2022

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