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| Author: | Gierl, H. Huettl, V. |
| Title: | Are scarce products always more attractive? The interaction of different types of scarcity signals with products' suitability for conspicuous consumption |
| Journal: | International Journal of Research in Marketing
2010 : SEP, VOL. 27:3, p. 225-235 |
| Index terms: | demand supply consumption consumer attitudes products |
| Freeterms: | scarcity |
| Language: | eng |
| Abstract: | This study explores the effects of two types of scarcity on the attitudes of consumers toward products. Herein, scarcity is considered i. due to supply (e.g. "limited edition") and ii. due to demand (e.g. "only a few units remain"). Based on data from two surveys, it is shown that the appearance of a positive scarcity effect depends on the product's suitability for conspicuous consumption etc. |
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