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

    Nov 16, 2015 10:45 am by Phil CicioraResearch
    Image of researcher Ravi Mehta courtesy of College of Business

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    • Image of researcher Ravi Mehta courtesy of College of Business

    "What we found is that abundant resources may have a negative effect on creativity. When you have fewer resources, you use them more creatively.”