Key Takeaways
- In experiments by Shah, Mullainathan and Shafir, having too little pulled people’s attention toward one pressing problem and away from others. Later replication checks supported some of these findings and not others
- Zero-sum thinking, the belief that one person’s gain must be another’s loss, has been measured in 37 nations. People who were led to believe the economy was doing badly saw success as more zero-sum and were less inclined to help coworkers
- In one brain-imaging study, envy at another person’s advantage rose along with activity in the anterior cingulate cortex. Envy is a separate topic from self-doubt and insecurity
- The studies cited here do not show separate scarcity and abundance circuits in the brain, or a dopamine pattern for either one
- The brain keeps changing with experience, a property called neuroplasticity. In one study, new daily habits took from 18 to 254 days to level off at their most automatic
Abundance mindset neuroscience starts with a simple question: what happens in your mind when you believe there is not enough to go around? An abundance mindset is the belief that resources, success and opportunities can grow, so another person’s win does not have to be your loss. A scarcity mindset is the opposite belief. Stephen Covey made the term “abundance mentality” popular in his 1989 book The 7 Habits of Highly Effective People. For how mindset fits with peak performance and flow, see our separate guide.
This guide focuses on the shift from scarcity thinking to an abundance mindset, and on what research says about why a fear of not-enough can feel automatic. If you want the deeper question of what real wealth and fulfillment look like beyond money itself, read what neuroscience reveals about true wealth beyond money.
The research cited here starts with scarcity, the experience of having too little money or time. Economist Sendhil Mullainathan and psychologist Eldar Shafir argue in their book Scarcity that having too little captures the mind. They say it leaves less “bandwidth,” their word for mental capacity, for everything else. Some of the experiments behind that idea have held up in later checks, and some have not.
Think of the tightness in your chest when a colleague gets promoted, or the flash of resentment when your neighbor renovates their home while you’re still saving. Psychologists call that feeling envy. Research can describe parts of what happens in those moments. The studies cited here do not show that an abundance mindset is a separate brain circuit you can switch on.
In 26 years of practice, I’ve observed that individuals who struggle with scarcity thinking aren’t lacking in ambition or intelligence. They’re operating from patterns that have become maladaptive in modern contexts where collaboration and expansion create more opportunities than competition eliminates.
The Science of Scarcity Versus Abundance
In my experience, I have observed that the transition from scarcity to abundance thinking represents one of the most transformative shifts a high-performer can achieve.
Scarcity can capture attention. In a series of experiments by Shah, Mullainathan and Shafir, having less pushed people to engage more deeply with some problems and neglect others. The authors argue that this shift in attention helps explain behaviors such as borrowing too much. When the same authors repeated all of those studies with larger samples, they reported that some results held up better than others. One result, that scarcity-driven focus leaves people mentally tired afterward, had failed to replicate in an independent replication project led by Colin Camerer.
Zero-sum thinking is the belief that one person’s gain must be another’s loss. Researchers have measured this belief across 37 nations. People who hold it more strongly tend to treat their dealings with others as win-lose contests over limited resources.
Three findings bear on what can happen when scarcity takes hold:
Envy at a Rival’s Success: Takahashi and colleagues ran a brain-imaging study. People read about others who had more of something. Some of those advantages were in areas that mattered to the reader’s own sense of self. In those cases, envy was stronger, and so was activity in the anterior cingulate cortex. The study measured envy and brain activity. It did not compare envy with physical danger.
The Prefrontal Cortex Under Stress: The prefrontal cortex is your brain’s executive center. A review by Friedman and Robbins ties it to cognitive control, the ability to steer thoughts and actions toward goals. Brain-imaging work reviewed by Ochsner and Gross ties it to emotional regulation. A review by Amy Arnsten describes how even mild stress that feels out of your control can quickly weaken prefrontal abilities. Longer stress changes the shape of dendrites, the branches prefrontal cells use to receive signals. The review covers stress in general. It did not study scarcity thinking.
Scarcity and Mental Bandwidth: Mani and colleagues asked people to think about money worries. That lowered test scores for poorer people but not for better-off people. In a second study, farmers in India scored lower before harvest, when money was tight, than they did after it. These results are debated. A reanalysis by Wicherts and Zand Scholten did not confirm the lab result once income was no longer split into two groups. It suggested that the effects of money worries may not be limited to poorer people. A study of low-income U.S. households by Carvalho, Meier and Wang found no difference in thinking-test scores before and after payday.
In my practice, I consistently observe that clients who describe “imposter syndrome,” constant worry about career advancement, or relationship insecurity are often experiencing the downstream effects of scarcity thinking. The presenting problem is often difficulty seeing the opportunities within their actual environment.
What Abundance Mindset Neuroscience Shows So Far
Abundance mindset comes from popular business writing. None of the studies cited here scanned an “abundance mindset” in anyone’s brain. What research has studied are pieces of it, such as how people reinterpret upsetting events and how strongly they believe life is zero-sum.
When a colleague succeeds, you can read it as a sign of what is possible.
Reframing a Rival’s Win: Reappraisal means changing how you interpret an event so that it feels different. A review of brain-imaging studies by Ochsner and Gross describes how this kind of emotional control depends on prefrontal and cingulate regions. Those regions work with the regions that generate emotion. Reading a colleague’s success as a sign of what is possible is one form of reappraisal. That review did not test envy or scarcity thinking.
The most significant change I observe in clients who successfully shift from scarcity to abundance is emotional regulation under competitive pressure. Where they once experienced other people’s success as a personal threat, they begin experiencing it as encouraging evidence that success is accessible within their environment.
| Scarcity Thinking | Abundance Thinking |
|---|---|
| A peer’s win feels like your loss | A peer’s win shows what is possible |
| Competition anxiety | Collaborative curiosity |
| Zero-sum thinking | Expansion-based thinking |
| Hypervigilant social comparison | Supportive social learning |
| Resource hoarding behaviors | Resource sharing and network building |
Does Dopamine Explain Scarcity and Abundance?
Dopamine is a brain chemical that helps you learn what to expect and pushes you toward rewards. Wolfram Schultz describes how reward prediction errors, the gap between the reward you expected and the one you got, are signaled by cells that make dopamine. The main part of that signal tracks how much a reward is worth to you.
Social comparison can change reward signals too. In a study by Fliessbach and colleagues, pairs of people did the same paid task at the same time in two brain scanners. Activity in the ventral striatum, a reward area, depended partly on how much the other person was paid. In the Takahashi study, when an envied person met with bad luck, people felt more schadenfreude, pleasure at another’s misfortune, along with more activity in the striatum.
These studies used fMRI, which tracks blood flow and does not measure dopamine. No study cited here found a “scarcity” or “abundance” dopamine pattern, or showed that scarcity lowers the firing of the cells that make dopamine.
The practical difference is profound. A client operating from scarcity will feel energized by others’ failures and deflated by others’ successes. The same client, after making the shift, feels energized by evidence that success is possible and deflated only by genuine lack of opportunity or progress.
Real-Time Neuroplasticity™: Rewiring Scarcity in the Moment
Real-Time Neuroplasticity™ is Dr. Ceruto’s method for working on a reaction while it is happening. Research on memory gives one reason to look at that timing. When a memory is recalled, it can briefly become open to change, a process called reconsolidation. In rats, Monfils and colleagues recalled a fear memory just before extinction training. That training teaches that a cue is now safe. Afterward, the fear stayed reduced. Schiller and colleagues reported a similar effect in people that lasted at least a year. A large, independent replication by Chalkia and colleagues did not find that benefit in people. These studies tested fear of a learned cue. None of them tested scarcity thinking or this method.
When you feel that surge of resentment at a colleague’s promotion or anxiety about a friend’s success, that is the moment this work targets.
Phase 1: Neural Pattern Recognition
During a scarcity episode, we identify the specific pattern: what predictions you are making and how you respond to the competitive cue.
Phase 2: Circuit Interruption
Using targeted techniques, we interrupt the automatic scarcity response.
Phase 3: Abundance Pattern Installation
While the old circuit is disrupted, we guide you toward abundance-based interpretations of the same situation, while the competitive scenario is still active.
Phase 4: Pattern Reinforcement
Through repeated intervention during real scarcity episodes, abundance responses become the default response. You learn to default to expansion-seeking rather than threat-detection when competitive cues appear.
I often tell clients that abundance mindset comes through systematic work during the moments when scarcity programming would normally take control.
The Neuroscience of Competitive Anxiety and Resource Perception
A rival’s success can feel personal. Research on envy and on stress describes parts of what can happen in those moments. The studies cited here do not show that the brain handles a rival’s success the same way it handles a physical threat.
One explanation is that human ancestors lived in small groups, where another person’s extra food or status could cut into your own share. The studies cited here did not test it.
Stress and Habits: In an experiment by Schwabe and Wolf, people who were stressed before learning a task relied more on habit. They kept choosing the action they had learned even after its reward stopped being worth it, and they knew less about which action led to which result. In that study, stress tipped behavior away from goal-directed choice and toward habit.
Feeling Poor and Money Decisions: A large audit of 20 scarcity studies led by Michael O’Donnell repeated each one. Four of the 20 produced a significant result again. The authors concluded that within this set, reminders of scarcity had little effect on thinking ability, attitudes toward products or well-being. Feeling poor may still shape money decisions. In the payday study, people short of cash were more likely to pick a smaller sum of money sooner over a larger sum later. They did not score lower on thinking tests.
None of these studies tested a way to change these reactions.
Abundance Mindset in Professional and Personal Contexts
The same questions come up at work and at home: how you read other people’s success, and how you act when resources feel tight.
Professional Domain: Career and Achievement
At work, scarcity thinking can look like advancement anxiety, the belief that a colleague’s promotion shrinks your own chances. In four studies by Širola and Pitesa, worse economic times went with a more zero-sum view of success. One study used survey data from 59,694 people in 51 countries. Experiments with U.S. employees came next. People who were led to believe the economy was doing badly saw success as more zero-sum. They were also less inclined to help coworkers. The studies measured zero-sum views and helping, not stress hormones or individual performance outcomes.
Signs of scarcity thinking at work can include:
- Trouble celebrating colleagues’ promotions or achievements
- Chronic stress about performance relative to peers rather than absolute performance
- Tendency to withhold information, connections, or opportunities from others
- Exhaustion from constantly watching where you stand against others
When clients rewire to abundance patterns in professional contexts, several consistent changes occur:
Collaborative Intelligence: Instead of viewing colleagues as threats, clients see them as resources and allies, and share information more freely.
Strategic Risk-Taking: Without the distortion of competitive anxiety, clients make better career decisions because they’re not operating from fear-based predictions.
Performance Enhancement: When competitive anxiety decreases, performance can improve.
Personal Domain: Relationships and Lifestyle
Scarcity thinking can also show up in personal life, through social comparison. In two studies by Verduyn and colleagues, passively scrolling Facebook led to a drop in mood over time in the lab, and went with a drop in mood in daily life. In the daily-life study, the drop came through increased envy. Those studies measured mood and envy. They did not measure relationship security or brain activity.
Relationship Abundance vs. Scarcity:
- Scarcity: Others’ relationship success feels threatening to your own relationship security
- Abundance: Others’ relationship success provides encouraging evidence that good relationships are possible
Lifestyle Abundance vs. Scarcity:
- Scarcity: Neighbors’ home improvements, vacations, or purchases trigger resentment and financial anxiety
- Abundance: Others’ lifestyle improvements inspire possibility and strategic planning
Social Abundance vs. Scarcity:
- Scarcity: Friends’ social success creates FOMO and social comparison anxiety
- Abundance: Others’ social connections expand your awareness of what’s possible and available
The key insight from 26 years of practice: abundance mindset in personal contexts is your brain accurately perceiving that their success expands rather than contracts what is possible within your environment.
The Role of Neuroplasticity in Lasting Mindset Change
Neuroplasticity is the brain’s ability to change its connections with experience. Learning a new habit involves it. Part of what people call mindset may run on habits of attention and reaction that happen fast, before there is time to think them through.
Research on habits and memory has looked at two things: repetition in a steady context, and the moments when an old memory is recalled.
Repetition in Context: In a study by Lally and colleagues, 96 volunteers repeated a chosen eating, drinking or activity behavior for 12 weeks. They did it in the same daily context, such as after breakfast. Reaching 95 percent of their own peak level of automaticity took anywhere from 18 to 254 days. Missing one day did not derail the process.
Hebbian Learning: Neuroscientists sum up one rule of learning as “neurons that fire together wire together.” The studies cited here did not test it for scarcity thinking.
Memory Reconsolidation: When a memory is recalled, it can briefly become open to updating. Studies of fear memories in rats and in people found this, though a large replication in people did not. Whether the same window applies to scarcity reactions was not tested in the studies cited here.
Those who undergo Real-Time Neuroplasticity™ intervention during actual scarcity episodes build more durable change over time.
Common Obstacles to Abundance Mindset Development
Five obstacles can get in the way of an abundance mindset. The second and third have studies cited here behind them. The others are everyday patterns with no study cited here.
Obstacle 1: Success-Based Identity
Some high achievers have built their identity around being “the best” or “ahead of others.” Their self-concept depends on comparative advantage, which makes abundance thinking feel threatening to their core identity. Letting go of that edge can feel like losing who they are.
Obstacle 2: Childhood Resource Scarcity
Early hardship can shape how people respond when money gets tight later in life. In three experiments by Griskevicius and colleagues, adults who grew up in lower-income homes became more impulsive and took more risks under signs of economic uncertainty. Adults who grew up in higher-income homes became less impulsive and took fewer risks. In calm conditions, these differences did not show up.
Obstacle 3: Habit Under Stress
Years of reacting the same way turn a reaction into a habit. Stress makes habits more likely to take over, as the Schwabe and Wolf experiment showed. A new way of responding can feel flat or forced at first.
Obstacle 4: Social Proof Dependency
Some individuals require external validation that abundance thinking is “safe” before they will change. They read other people’s scarcity behavior as evidence that competitive anxiety is necessary and appropriate.
Obstacle 5: Outcome Attachment
The belief that specific outcomes are required for happiness can feed scarcity thinking even when resources are plentiful. When a person fixates on particular achievements or acquisitions, other paths to satisfaction become hard to see.
Because these obstacles differ, one approach is unlikely to fit everyone. The studies cited here did not compare ways of working on them.
Measuring Abundance Mindset: Signs You Can Track
None of the studies cited here offers a brain scan for an abundance mindset. Researchers measure parts of it with questionnaires, such as the Belief in a Zero-Sum Game scale used in the 37-nation study. In daily life, the signs worth tracking are in how you act and think.
Behavioral Indicators:
- Being able to feel glad about others’ successes
- Increased information sharing and collaborative behavior
- Strategic risk-taking without paralysis from competitive anxiety
- Resource investment in long-term growth rather than short-term protection
Cognitive Indicators:
- Noticing win-win options in competitive situations
- Creative problem-solving under competitive pressure
- Planning for the long term even when money or time feels tight
- Reduced social comparison and increased focus on absolute progress
The indicator I rely on most is emotional regulation during direct competitive challenge. When a client can experience others’ success as encouraging rather than threatening, not through conscious effort but as an automatic response, the shift has taken hold.
The Integration Challenge: Maintaining Abundance Patterns
Keeping a new pattern takes repetition, and stress can tip behavior toward habit. In the habit study, new habits took between 18 and 254 days to level off at their most automatic. In the stress study, stressed people relied more on habit.
Environmental Scarcity Cues: Possible triggers for scarcity thinking include social media comparison, competitive workplace cultures and economic uncertainty messaging. Passive Facebook use, in particular, has been linked to more envy and lower mood.
Social Network Effects: If the people around you mostly think in scarcity terms, their competitive anxiety and resource-protecting habits can keep pulling you back to old reactions. Keeping the new pattern may mean changing your network, or practicing your new responses within it.
Stress-Induced Regression: In the Schwabe and Wolf experiment, people who were stressed before learning a task relied more on habit and less on goal-directed choice. The study did not test whether stress brings back older habits. An abundance mindset can fade during a crisis unless you plan for it.
Success Paradox: Achieving significant success can shift attention toward protecting what you have. A person can move back and forth between abundance and scarcity as their circumstances change.
The solution is what I call “Pattern Resilience Training”: systematic exposure to scarcity triggers while maintaining abundance responses, gradually making those pressures less likely to undo the new patterns.
Can abundance mindset be developed quickly or does it require years of practice?
None of the studies cited here measured how long it takes to develop an abundance mindset. Research on habits gives a rough guide. In one study, new daily habits took from 18 to 254 days to level off at their most automatic, depending on the person and the habit. Dr. Ceruto’s Real-Time Neuroplasticity™ works on scarcity reactions as they happen, and the studies cited here did not test it.
Is abundance mindset just positive thinking rebranded?
Not quite. Positive thinking means telling yourself that things will turn out well. An abundance mindset is a belief about how the world works: that success and resources can grow, so another person’s gain need not be your loss. Researchers measure the opposite belief, zero-sum thinking, with questionnaires. The studies cited here did not compare the two in the brain.
What’s the difference between confidence and abundance mindset?
Confidence is belief in your own ability to reach a goal. An abundance mindset is a belief about how resources and success work for everyone, including whether one person’s gain must be another’s loss. A person can feel confident about work skills and still see a friend’s success in relationships or money as a threat. The studies cited here did not place either one in a specific brain circuit.
Can someone have abundance mindset in some areas but scarcity mindset in others?
Yes, it can seem that way. Someone might feel relaxed about a colleague’s career success and still feel envy about a friend’s relationship or finances. In one brain-imaging study, envy was stronger when the other person’s advantage was in an area that mattered to the reader’s own sense of self. The studies cited here did not test whether separate brain circuits handle different areas of life.
Why do some successful people still exhibit scarcity thinking?
Success may not remove the habits that helped build it. Constant comparison and fear of losing ground can stay long after the need for them has passed. In one set of experiments, adults from poorer childhoods reacted to economic uncertainty with more risk-taking and impulsiveness. The studies cited here did not test whether success changes these habits.
What is an abundance mindset and how does it differ from positive thinking?
An abundance mindset is the belief that resources, success and opportunities can grow, so another person’s win need not be your loss. Positive thinking is broader. It means expecting good things or telling yourself that things will work out. The studies cited here did not measure an abundance mindset in the brain. Researchers can measure its opposite, the belief that life is a zero-sum game, with a questionnaire used in 37 nations.
Why does scarcity thinking feel so automatic and difficult to change?
Scarcity thinking can feel automatic when it has become a well-practiced habit. In one experiment, people who were stressed before learning a task relied more on habit. They kept choosing a learned action even after its reward lost its value. Changing a habit takes repetition. In one study, new habits took from 18 to 254 days to level off at their most automatic.
Does the dopamine system respond differently to scarcity versus abundance?
No study cited here compared dopamine in scarcity thinking and abundance thinking. Cells that make dopamine signal the gap between the reward you expected and the one you got. Social comparison can affect reward signals. In one brain-imaging study, activity in a reward area depended partly on what another person was paid. That study measured blood flow and did not measure dopamine.
Can competitive anxiety be rewired through neuroscience-based approaches?
The studies cited here did not test a way to rewire competitive anxiety. Related research gives some leads. Reappraisal, changing how you interpret an event, relies on prefrontal and cingulate regions that help control emotion. Zero-sum beliefs rose when people believed the economy was doing badly, so they respond to circumstances. Dr. Ceruto works with these reactions through Real-Time Neuroplasticity™.
How do you measure whether an abundance mindset shift is actually happening?
The studies cited here did not measure an abundance mindset in the brain. Researchers measure zero-sum beliefs with questionnaires. In daily life, useful signs show up in behavior. Examples are feeling glad when a colleague succeeds and sharing information more freely. Another is taking reasonable risks without freezing from fear of falling behind.
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