Absolute and Relative Restriction and Consumer Behavior: Implications for Understanding Global Consumption

Our premise is that researchers have much to gain from an understanding of the global marketplace experiences of impoverished consumers. We argue that influences of absolute and relative restriction, across peoples and societies, are particularly critical. Therefore, this research makes progress by evaluating consumer data from diverse cultures and nations using hierarchical linear models, revealing ways restriction through poverty and consumption impacts well‐being. We find that understanding both absolute and relative poverty is necessary for a more complete picture. Specifically, interactions show that absolute restriction moderates relationships between relative restriction and consumption and well‐being by muting or exacerbating the effects.