The Less There Is, the More I Want: the Effect of Scarcity on Satiation

Julio Sevilla, University of Miami, USA
Joseph Redden, University of Minnesota, USA
Shenghui Zhao, University of Miami, USA
Consumers like scarce products as they consider them more valuable. We show that people satiate slower from a product that is believed to be scarce due to an experienced urge to take advantage of a seemingly rare consumption opportunity, which prevents them from keeping track of the amount being consumed.
[ to cite ]:
Julio Sevilla, Joseph Redden, and Shenghui Zhao (2011) ,"The Less There Is, the More I Want: the Effect of Scarcity on Satiation", 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: 206-207.