Scarcity’S Effects on Evaluation of Prices

Rajneesh Suri, Drexel University, USA
Chiranjeev Kohli, Cal. State Fullerton, USA
Kent B. Monroe, University of Richmond / Drexel University USA
This research develops a conceptual framework which incorporates both the motivational and the interference effects of scarcity on information processing. The results from two studies show that scarcity influences consumers’ perceptions of price information for a travel package with the pattern of results being dependent on price levels and consumers’ motivation to process information. Analyses of thought measures provided further support for the underlying processes.
[ to cite ]:
Rajneesh Suri, Chiranjeev Kohli, and Kent B. Monroe (2007) ,"Scarcity’S Effects on Evaluation of Prices", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 406-408.