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A series of experiments manipulated product supply to investigate the effects on product usage. Subjects were presented with containers filled with various amounts of a product and asked to indicate how much of the product they would use. Consumers tended to conserve diminishing resources so that the amount they indicated they would use generally decreased as the supply decreased. Container size and the fill level of the container did not influence the amount used.
Folkes et al. (Wed,) studied this question.