The present study is looking to expand the currently underdeveloped research area into factors affecting Diffusion of Entitlement in an individual. The current study seeks to explore out respondents’ attitudes towards Diffusion of Entitlement and whether emotional intelligence, self-esteem and culture orientation can predict outcomes related to Diffusion of Entitlement through analysis of validated scales responded by undergraduate students in an online survey. The inhibitory effect of this case in scarcity prevents commodities from being used efficiently. This identified gap in research helps understand behavior to recognize factors related to Diffusion of Entitlement which can benefit to guide social marketing for behavior change in areas such as climate change focused on food wastage and obesity.
This research examined factors affecting Diffusion of Entitlement to identify the most likely individual to be prone to Diffusion of Entitlement. This was explored by considering 3 key factors; Self-esteem, Emotional Intelligence and Culture Orientation.
An online survey of a cross sectional correlational design was conducted on 96 undergraduate students (21 males and 75 females, mean age = 21.1, SD = 4.72) from Coventry University, UK. 3 scales measuring the 3 independent variables along with a decision vignette to measure if an individual was prone to Diffusion of Entitlement or not was provided.
Table of Contents
CHAPTER 1
INTRODUCTION AND LITERATURE REVIEW
CHAPTER 2
METHOD
CHAPTER III
RESULTS
CHAPTER IV
DISCUSSION
CHAPTER V
CONCLUSION
REFERENCES
APPENDIX
APPENDIX A: PIS AND INFORMED CONSENT
APPENDIX B: DEBRIEF TEMPLATE
APPENDIX C: BASIC INFORMATION SHEET
APPENDIX D: THE SCHUTTE SELF REPORT EMOTIONAL INTELLIGENCE TEST (SSEIT)
APPENDIX E: ROSENBERG SELF ESTEEM SCALE
APPENDIX F: TRIANDIS CULTURE ORIENTATION SCALE
APPENDIX G: VIGNETTE
APPENDIX H: ETHICAL APPROVAL
APPENDIX I: EFFRON AND MILLER (2011) VIGNETTE
APPENDIX J: GRAPH REPRESENTATIONS OF DESCRIPTIVE STATISTICS
APPENDIX K: POWER ANALYSIS
Research Objectives and Themes
The primary research objective is to examine the psychological factors influencing the "Diffusion of Entitlement" regarding the consumption of scarce commodities. The study specifically investigates whether individuals' levels of self-esteem, emotional intelligence, and cultural orientation serve as predictors for their propensity to exhibit inhibitory consumption behaviors in resource-constrained social settings.
- Diffusion of Entitlement as a psychological phenomenon
- The impact of Emotional Intelligence on consumption decisions
- The relationship between Self-Esteem and entitlement perception
- Cultural orientation (individualism vs. collectivism) and social norms
- Implications for social marketing and environmental sustainability
Excerpt from the Book
1.1 An Inhibitory Effect of Scarcity on Consumption: Diffusion of Entitlement
There are situations in which the equality norm is still applicable and equal division continues to be impossible and as a result scarcity reduces consumption (Effron and Miller 2011). Considering a social gathering including appetizers in which, as the number of guests increase the more uncomfortable guests feel to serve themselves the appetizers and to violate the equality norm (Effron and Miller 2011). They state that even when a commodity can be equally divided, the shortage in supply will interrupt consumption by constraining people from serving for themselves. This is described as Diffusion of Entitlement (Effron and Miller 2011). Entitlement meaning common understanding of the social legality or suitability of performing such an action. Diffusion of Entitlement describes a situation where the number of individuals wanting an undividable, desirable commodity heightens in relation to the number of people who can have it. Therefore, the less allowed or entitled an individual will feel to serve themselves and more time taken before someone consumes the commodity (Effron and Miller 2011).
This phenomenon in terms of scarce consumable commodities is where an individual does not feel privileged or commendable to have the last portion of commodities available, varying from a slice of appetizer to a drink (Effron and Miller 2011). The last one will remain untouched by all the willing bystanders at an adult get-together or occasion. The principles in economics state that limited quantity increases the demand (Chendroyaperumal and Chendrayan 2010) and this is regularly benefitted by advertisers as ‘limited edition, till stocks last’, but Diffusion of Entitlement befalls when limited supply is to be observed and so the demand reduces (Jang et al 2015).
Summary of Chapters
CHAPTER 1: INTRODUCTION AND LITERATURE REVIEW: This chapter introduces the concept of Diffusion of Entitlement and reviews existing literature on scarcity, equality norms, self-esteem, emotional intelligence, and cultural influences.
CHAPTER 2: METHOD: This section details the research design, participant demographics, the materials and psychological scales used for data collection, and the procedures followed for the online survey.
CHAPTER III: RESULTS: This chapter provides the descriptive statistics of the participants and the findings from the Binomial Logistic Regression analysis used to test the study's hypotheses.
CHAPTER IV: DISCUSSION: This section interprets the study's results in the context of the literature, addresses limitations, and discusses potential implications for future research and social marketing.
CHAPTER V: CONCLUSION: The final chapter summarizes the primary findings, highlighting the significant link between Emotional Intelligence and Diffusion of Entitlement while noting the lack of prediction from self-esteem and cultural orientation.
Keywords
Diffusion of Entitlement, Self Esteem, Emotional Intelligence, Culture Orientation, Scarce Commodities, Consumption Behavior, Social Norms, Individualism, Collectivism, Social Psychology, Food Wastage, Equality Norms, Decision Making, Scarcity, Psychology
Frequently Asked Questions
What is the primary focus of this research?
The research focuses on understanding the psychological drivers behind the "Diffusion of Entitlement," a phenomenon where people hesitate to consume the last available portion of a scarce commodity in social settings.
What are the central themes of the work?
The central themes include the interplay between scarcity and social norms, the influence of personality traits like self-esteem and emotional intelligence, and the role of cultural backgrounds in shaping consumption behavior.
What is the core research question?
The study aims to identify which factors—specifically self-esteem, emotional intelligence, and cultural orientation—are most predictive of an individual's susceptibility to being affected by the Diffusion of Entitlement.
Which scientific methodology was applied?
The researcher employed a cross-sectional correlational design, utilizing an online survey with 96 undergraduate students who completed standardized psychological scales and a decision-making vignette.
What does the main body of the work cover?
The main body covers the theoretical framework, a detailed methodology including specific psychometric scales (SSEIT, Rosenberg Self-Esteem Scale), the statistical analysis of the data, and an extensive discussion on the implications of the findings.
How can one define the key characteristics of this study?
This study is characterized by its original approach to bridging the gap between social psychology and environmental behavior, specifically using a "Diffusion of Entitlement" framework to address food wastage.
Why did the study find no significant correlation for Self-Esteem?
The discussion suggests that feelings of entitlement may be more context-dependent and subject to fluctuations rather than being a stable trait, and that the online survey environment may have impacted how participants reflected on their own worth.
How does Cultural Orientation influence these results?
While the study found no significant prediction from general cultural orientation, it noted a very close significance for "Vertical Collectivism," suggesting that hierarchical social values may play a role in how individuals respond to scarce resources.
What is the significance of "High Emotional Intelligence" in this study?
The study found that individuals with high emotional intelligence were significantly more likely to be prone to Diffusion of Entitlement, likely due to a higher sensitivity to social signals and a greater sense of social obligation towards others.
- Citar trabajo
- Tharumini Weerakoon (Autor), 2020, Diffusion of Entitlement. Consumption of scarce commodities, Múnich, GRIN Verlag, https://www.grin.com/document/1042237
