There’S Only One Left, Do I Want It? : the Effects of Brand and Display Characteristics on Purchase Intentions For Scarce Products

Iana Castro, San Diego State University, USA
Stephen Nowlis, Washington University in St. Louis, USA
Andrea Morales, Arizona State University, USA
This research explores the influence of brand and shelf display cues on consumer preferences for products in scarce supply. We develop a theoretical model of how scarcity operates in the retail environment, identifying when it increases purchase intentions, when it decreases purchase intentions, and the underlying mechanisms driving these outcomes.
[ to cite ]:
Iana Castro, Stephen Nowlis, and Andrea Morales (2011) ,"There’S Only One Left, Do I Want It? : the Effects of Brand and Display Characteristics on Purchase Intentions For Scarce Products", 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: 208.