Moderating Shelf-Based Scarcity

Jeffrey Parker, Columbia University, USA
Don Lehmann, Columbia University, USA
Recent research has documented the strong, positive impact that shelf-based scarcity has on consumers’ preferences. However, relatively little is known of the boundary conditions of these effects. This research presents three studies investigating when shelf-based scarcity will, and will not, have a strong and positive impact on choices.
[ to cite ]:
Jeffrey Parker and Don Lehmann (2011) ,"Moderating Shelf-Based Scarcity", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 418-419.