Diffusion of Entitlement. Consumption of scarce commodities (PDF)

Bachelor Thesis from the year 2020 in the subject Psychology - Personality Psychology, grade: 2:1, Coventry University, course: BSc Hons Psychology, language: English, abstract: 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.