Consumers often encounter the situation of resource scarcity.However,relatively little is known about the psychological processes that resource scarcity instantiate.In this research,we posit that resource scarcity guides consumers` decision making towards utilitarian product over hedonic product and leads to a higher evaluation of utilitarian attribute than hedonic attribute.An investigation of the underlying process finds that resource scarcity activates prevention focus which consequently enhancing the preference of utilitarian product over hedonic product.Further,we reveal that social support moderates the effect of resource scarcity on prevention focus and the adoption of utilitarian product based on Conservation of Resource Theory.This work advances the extant utilitarian/hedonic literature,which is currently limited to the assumption of resource affluence,by inducing resource scarcity as harsh reality for consumers.Furthermore,the current research contributes to the scarcity literature,which has primarily focused on investigating the effect of resource scarcity itself on consumption,by examining the interaction effect of resource conversion and resource scarcity on consumers` preference.