Natural Scarcity: What Makes a Product a Suitable Means For Status Signaling

Robert Kreuzbauer, Nanyang Technological University, Singapore
Dan King, National University of Singapore, Singapore
Shankha Basu, Nanyang Technological University, Singapore
Three studies examine the underlying factors that make a product most suitable for status signaling. We propose a construct that we call natural scarcity, which occurs when a product of excellence is produced by naturally constrained resources (e.g. skills or material) and which functions as an inimitable status signal.
[ to cite ]:
Robert Kreuzbauer, Dan King, and Shankha Basu (2013) ,"Natural Scarcity: What Makes a Product a Suitable Means For Status Signaling", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.