Resource Scarcity and Psychological Well-Being: Is Less Really More?

In modern life, people have begun to realize and feel more that their resources are limited. Having limited resources is an important fact that affects individuals’ mindsets, social relations, and consumption behaviors. This study examines how limited resources affect individuals’ mindsets and intentions for future donations. Three experiments were designed in line with the research objectives. As a result of the study, it was determined that individuals perceive time as abstract and money as concrete. While individuals who were exposed to resource scarcity construed time and money at a more abstract level, it was found that donating time, in other words, participating in volunteering activities, enables individuals to have more psychological well-being and tend to exhibit more donation behavior. The results provide remarkable insights into nonprofit organizations’ marketing communication activities.