The Effects of Scarcity Claims on Consumers’ Willingness to Pay

Doreen Pick, Freie Universität, Germany
Peter Kenning, Zeppelin Universität, Germany
Felix Eggers, Zeppelin Universität, Germany
According to scarcity theory time-limited offers can have positive effects on consumers’ purchase intentions. We examine the impact of several scarcity claims on consumers’ willingness to pay. Our results show mixed findings regarding different claims and product categories, which provides a basis for further investigation.
[ to cite ]:
Doreen Pick, Peter Kenning, and Felix Eggers (2012) ,"The Effects of Scarcity Claims on Consumers’ Willingness to Pay", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1130-1130.