Are scarce products always more attractive? The interaction of different types of scarcity signals with products' suitability for conspicuous consumption

This study examines the effects of two types of scarcity on the attitudes of consumers toward products. We consider scarcity due to supply (e.g., “limited edition”) and scarcity due to demand (e.g., “only a few units remain”). The data obtained from two surveys show that the appearance of a positive...

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Veröffentlicht in:	International journal of research in marketing 2010-09, Vol.27 (3), p.225-235
Hauptverfasser:	Gierl, Heribert, Huettl, Verena
Format:	Artikel
Sprache:	eng
Schlagworte:	Attitude toward the product Conspicuous consumption Consumer attitudes Consumption Demand Scarcity Scarcity due to demand Scarcity due to supply Studies Supply
Online-Zugang:	Volltext
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