Developing a Deeper Understanding of Scarcity: Contextual and Individual Influences on Demand Scarcity

Morgan Ward, University of Texas, Austin, USA
In this paper, we investigate mechanisms associated with scarcity resulting from public demand not met by supply: demand scarcity. We examine individual and contextual influences on demand scarcity. In four studies we find: 1) Consumers use visual scarcity cues to infer information about products; 2) Consumers’ dependence on demand scarcity as a heuristic is particularly effective in low-involvement choices; 3) “Need for uniqueness” independently influences subjects’ use of scarcity information and their choices about scarce products, and 4) The effect of uniqueness decreases as the ubiquity of demand scarce products is made salient.
[ to cite ]:
Morgan Ward (2007) ,"Developing a Deeper Understanding of Scarcity: Contextual and Individual Influences on Demand Scarcity", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 384-388.