The Impact of Scarcity on Consumers’ Choices of Multiple Items From a Product Class

Meng Zhu, Johns Hopkins University, USA
Rebecca Ratner, University of Maryland, USA
This research examines how a uniform level of scarcity across items in a choice set impacts choices of individual items within the set. Five experiments show that overall perception of scarcity (versus overall perception of abundance) increases choices of the favorite. Results support an arousal-based attitude polarization mechanism.
[ to cite ]:
Meng Zhu and Rebecca Ratner (2014) ,"The Impact of Scarcity on Consumers’ Choices of Multiple Items From a Product Class", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 230-234.